NYSJ Sports-Entertainment Business News Service

October 19, 2021:

Beginning with tonight’s tip-off of its 75th Anniversary season, the NBA will have a first-year partnership in a new category.

The NBA has signed a multi-year partnership that makes Coinbase its exclusive cryptocurrency platform partner.

The deal also includes the WNBA, NBA G League, NBA 2K League and USA Basketball.

The company will also become the presenting partner of the WNBA Commissioner’s Cup and the USA Basketball men’s and women’s national team exhibition tours, as well as a partner of NBA G League Ignite.

The alliance is the first cryptocurrency platform partnership for each league.

Financial/cryptocurrency terms were not disclosed.

“As a trusted cryptocurrency platform used by millions, Coinbase is a natural fit as the NBA’s first-ever partner in this thriving category,” Kerry Tatlock, NBA senior vp-global marketing partnerships and media, said via the league.

“We look forward to collaborating with Coinbase to provide fans with new ways to engage with the league and each other, while also enhancing the experience for fans who are already Coinbase users.”

The NBA said the deal would consist of “unique content, innovations, activations and experiences from Coinbase to educate fans on the increasing advancements happening across the cryptoeconomy.”

From the opening night doubleheader on TNT, Coinbase will have a brand presence featured during nationally televised games. 

The company’s tag line: “The future of money is here.”

“The freedom to participate and benefit from the things you believe in is at the heart of Coinbase’s mission,” Kate Rouch, Coinbase CMO, said via the company. “Nobody believes this more than NBA and WNBA fans.

“We’re proud to become the leagues’ official cryptocurrency partner. As part of the partnership, we will create interactive experiences to engage with the NBA and WNBA’s incredible community and athletes around the world.”

According to Phil Cook, WNBA CMO, “Our partnership with Coinbase is representative of the WNBA’s emphasis on innovation as we continue to find opportunities to meet our fans where they are.

“As we build off the success of the WNBA’s first 25 seasons, innovating alongside Coinbase will help us explore the future of fan engagement.”

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