Coinbase has clinched a major sponsorship deal with the Golden State Warriors, marking a notable shift in U.S. sports marketing as crypto companies resume partnerships in the wake of FTX’s infamous collapse. This partnership signifies renewed confidence in crypto’s place in American sports as teams seek reliable, forward-looking sponsors.

In this fresh alliance, Coinbase’s branding will be front and center at the Warriors’ Chase Center, with its logo also appearing on limited-edition merchandise. Additionally, Coinbase will launch exclusive on-chain giveaways and interactive events for fans during game days, aiming to engage "Dub Nation" and simplify blockchain experiences for newcomers, according to Coinbase Chief Marketing Officer Kate Rouch.

The agreement builds on Coinbase’s established multi-year partnership with the NBA and reflects a broader surge in crypto-related sports deals. In 2024, crypto companies have already executed three times more sports partnerships than in 2023, demonstrating an industry-wide push to reconnect with American audiences.

The Warriors’ prior sponsorship with FTX, valued at $10 million, dissolved following FTX's bankruptcy, leaving the team among several sports organizations burned by the collapse. However, Coinbase’s involvement suggests renewed optimism and stability in crypto sponsorships, with the exchange’s offerings providing fans safer, engaging entry points into the blockchain space.

Details on the cost and duration of this new deal remain undisclosed, but the Warriors and Coinbase's partnership is seen as a pivotal moment for crypto’s resurgence in U.S. sports marketing, emphasizing trust and innovation over past uncertainties.