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.
Learning from the past
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.
These failures weren’t just financial. They lacked purpose, leaving little impact once the hype faded. The Spurs–Ledger partnership suggests that crypto sponsors can do more, better.
Community first and feeding curiosity
Unlike past deals focused on logo and name exposure, this partnership begins with community outreach.
The Spurs and Ledger will launch youth-focused programs across San Antonio, pairing digital safety with sports engagement. They’ll also work together on events, activations, and educational content that introduces young fans to secure digital tools.
The approach is timely: Gen Z is more crypto-curious than any generation before, with over 60% expressing interest in owning digital assets, according to Pew Research. But curiosity without education is a recipe for risk.
To read more about the 2025 sponsorship deals and trends, click here.
Building digital fluency, not just hype
At the heart of the initiative is a push for financial literacy. Together, the Spurs and Ledger plan to roll out:
- Workshops in schools and community centers
- An online learning hub tailored to fans
- Co-branded content on wallet safety, scam avoidance, and digital ownership
Further, Ledger’s core message of ‘own your assets, own your future’ aligns with the way in which this sponsorship allows them to connect with fans.
To bring their message to life, the partnership also includes:
- Discounted Ledger devices for fans
- Demo booths at games showing how secure storage works
- Mentorship for young entrepreneurs via Spurs Give
It’s a serious investment in fan fluency. Only 34% of Americans can answer basic questions about inflation and risk, per FINRA. For younger audiences, that number is even lower.
Using its position as market leaders in crypto security, Ledger will be providing tools and knowledge for the long-term. This kind of move (practical and with a measurable impact) can help the brand move away from the ‘get-rich-quick’ connotation that has dissuaded the public from accepting crypto sponsorships as part of the mainstream.
What sponsors should take away
This deal isn’t about inflated price tags, it’s about strategic alignment and audience value. So what are the key takeaways?
Brand fit matters: Ledger’s French roots and Spurs star Victor Wembanyama create a cultural bridge that adds credibility.
Education builds equity: Financial literacy campaigns create trust, not just awareness.
Stable beats flashy: Ledger has a clear business model and real products, not just speculative tokens.
In a market where sponsorships are under more scrutiny than ever, especially as traditional brands reassess budgets, this deal shows how crypto can still play a role, if it’s done with purpose.
For other crypto brands entering sports, the lesson is clear: don’t just be visible, be valuable. Time will tell how the partnership unfolds, but Ledger are doing the right thing by looking at impact before exposure.
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