Coinbase has signed a deal with the Golden State Warriors, marking a resurgence of crypto companies in U.S. sports marketing after the fallout from the collapse of FTX. This arrangement includes prominent branding for Coinbase at the Warriors' Chase Center and on special merchandise, alongside game-day events and on-chain giveaways targeting Warriors fans. Coinbase, which has an existing partnership with the NBA, aims to introduce fun and accessible ways for fans to explore digital assets, according to Chief Marketing Officer Kate Rouch. Although the specifics of the deal, such as cost and duration, remain undisclosed, this partnership reflects a growing trend, with crypto firms signing three times as many sports-related agreements in 2024 compared to the previous year. This move comes in the wake of many partnerships faltering following the abrupt closure of major exchanges, such as FTX, which previously had a significant deal with the Warriors that was valued at $10 million. CoinGecko highlights that the sports marketing landscape for cryptocurrencies is seeing a notable revival.

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