San Antonio Spurs and Ledger are redefining crypto sponsorships

In a multi-year partnership announced this week, Ledger, the French digital asset security firm, will become the San Antonio Spurs’ official jersey patch sponsor for the 2025 NBA season. This is about more than exposure; it’s a statement about what the future of crypto sponsorships can look like: grounded in community outreach, financial literacy, and empowerment. While the NBA has seen its share of crypto deals, few have taken this kind of long-term, values-driven approach.

Crypto sponsorships have, understandably, had their credibility threatened in recent years. In January 2023, we reported that over £830 million in crypto sponsorships had collapsed globally, including FTX’s £173 million agreement with esports team TSM, and Inter Milan’s £82 million contract with DigitalBits. This left clubs scrambling, fans disillusioned, and the cryptosphere struggling to build a strong reputation.