The Deal: Ledger Joins the NBA Jersey Patch Club
Ledger, a global leader in digital asset security, has become the official jersey patch sponsor of the San Antonio Spurs in a multi-year deal. The partnership, announced just before the 2025 NBA Draft, puts Ledger’s logo on Spurs jerseys and marks the first French sponsor in franchise history. This is more than a branding move—it’s a strategic alliance aimed at merging the worlds of crypto, sports, and education.
Why This Partnership Stands Out
Unlike many previous crypto sports deals that focused solely on exposure, the Spurs-Ledger partnership emphasizes community outreach, youth engagement, and digital literacy. Initiatives include:
Refurbishing basketball courts in Paris
Presenting Spurs Tech & Basketball Camps blending sports and STEM for kids
Creating educational content on digital asset security
Ledger’s CEO, Pascal Gauthier, highlights the shared values of trust, discipline, and innovation between the two organizations, aiming to onboard a new generation of crypto users through the Spurs’ global fanbase.
The Bigger Picture: Crypto Sponsorships Surge in Sports
The Ledger-Spurs deal is part of a broader trend: crypto companies are pouring record sums into sports sponsorships. In 2024/25, global crypto sports sponsorship spending surged 20% to $565 million, nearing all-time highs. Football leads the way, but the NBA is rapidly catching up, with crypto brands now among the league’s top sponsors.
| Year | Total Crypto Sports Sponsorship Spend | Number of Deals | Top Sectors | Major Sponsors |
|---|---|---|---|---|
| 2022/23 | $685M | 173 | Football, F1 | Crypto.com, Coinbase |
| 2024/25 | $565M | 34 (YTD) | Football, NBA, F1 | Crypto.com, Gate.io |
Learning from Past Failures
The industry is rebounding from the fallout of failed partnerships like FTX and DigitalBits, which left teams and fans wary. Today’s deals, like Ledger’s, are more values-driven, focusing on long-term impact, education, and community rather than hype.
Expert Opinion: Why This Crypto-Sports Partnership Is a Game Changer
“Ledger’s partnership with the Spurs is a blueprint for the future of crypto sponsorships: it’s not just about logos, but about building trust, educating communities, and creating real value on and off the court. This approach could help restore credibility to crypto brands in the sports world and accelerate mainstream adoption.”
Should We Expect More Crypto-Sports Alliances?
Given the growth in sponsorship spending and the NBA’s openness to innovation, expect more strategic, community-focused deals like this in the near future. For fans and investors, it’s a sign that crypto is becoming a permanent fixture in global sports culture.
What do you think? Will partnerships like this change how fans view crypto, or is it just another marketing play? Share your thoughts in the comments below!
