Partnership:- Ledger, the hardware wallet provider which protects over 20% of global crypto assets, has signed a partnership with NBA Team San Antonio Spurs.
The deal with the American professional basketball team involves the deal to have Ledger patches on the team’s jersey. This is set to bring more mainstream brand visibility with the logo set to debut on Spurs Players’ jerseys by 2025.
Interestingly, the update comes as another crypto brand, the USDC stablecoin issuer Tether becomes the second-largest shareholder in Italian Football club, Juventus with 10.7% stake.
𝐒𝐩𝐮𝐫𝐬 𝐱 𝐋𝐞𝐝𝐠𝐞𝐫. 𝐓𝐡𝐞 𝐟𝐮𝐭𝐮𝐫𝐞 𝐢𝐬 𝐬𝐞𝐜𝐮𝐫𝐞𝐝.
As the Spurs inspire through performance on the court and @Ledger secures humanity’s digital value, we unite to lead with integrity and to champion global innovation. #ad pic.twitter.com/xAfBPwNrAI
— San Antonio Spurs (@spurs) June 24, 2025
Ledger CTO Pascal Gauthier Explains the Reason Behind the Partnership
After the partnership with NBA Team Spurs, Ledger CTO Pascal Gauthier said the “historical partnership will deepen out connection with American consumers.” The French security firm CEO and Chairman Pascal also highlighted how the team remains the “most French team in basketball history.”
That is evident. Even with U.S. offices, Ledger still lives largely in crypto circles. An NBA partnership with Spurs will blast its logo onto one of the world’s most-watched sports platforms. This will instantly be putting “hardware wallet” in front of millions of casual fans.
Sports‐team sponsorships – which are on rise by web3 brands – lend a cachet of legitimacy and stability. By aligning with the 5-time champion Spurs, Ledger signals it’s not a fringe startup but a serious, enterprise-grade technology company .
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According to the reports, beyond logo exposure, the deal also funds Spurs Tech & Basketball camps and Paris court renovations. These on-the-ground initiatives build goodwill for Ledger in key markets – something a stand-alone office can’t achieve alone .
Further, the U.S. isn’t just Ledger’s largest online audience. It is also its biggest hardware-wallet market with nearly 40 % of global sales coming from the region. It has sold an estimated 2.8 million devices in the region.
Crypto-Sports Partnerships Are on Rise
Crypto–sports partnerships such as Ledger’s are on rise since the begenning of this year. 22 crypto-sports partnerships have been signed so far in 2025, versus 18 in the same period last year.
In March 2025, Australian rugby league’s Cronulla Sharks named Coinbase as their first Official Crypto Partner. In May, Crypto.com integrated its payment solution, Crypto.com Pay, across the Formula 1 Miami Grand Prix site. Recently, the crypto Exchange Bitget has also signed its parternship with the highest class of motorcycle road racing events, MotoGP.
According to the SportsQuake report shared with Coingape, crypto brands have boosted their annual sports-sponsorship budgets by 20 %, reaching $565 million in the 12 months to May 2025.
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Sports category wise, 71 % of that expenditure by crypto brands have flowed into football (soccer) and Formula 1, while eSports has seen an 85 % drop in funding since 2022. The NBA as a whole has generated $1.62 billion in jersey-patch and arena sponsorship revenue during the 2024–25 season. This further explains why crypto brands like Ledger are entering this space.
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Sneha Agrawal 
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