• FTX brand will be integrated into the Warriors’ esports brands, with its logo virtually placed on the team’s court during NBA 2K League games
  • The deal follows FTX US’ partnership with Warriors Point Guard Stephen Curry in September

FTX US is now the official cryptocurrency platform and NFT marketplace of the Golden State Warriors, as the company adds to its list of sports partnerships in an effort to continue boosting brand awareness.

As part of the partnership, the NBA franchise will drop NFTs on FTX.us, beginning in early 2022, the organizations announced Tuesday.

The alliance follows FTX’s partnership with Warriors point guard Stephen Curry, who became a global ambassador for the company in September. 

The company has also partnered with NFL quarterback Tom Brady and MLB All-Star Shohei Ohtani. It also inked a deal with Major League Baseball earlier this year, which included the league’s umpires wearing an FTX.US logo patch on their uniforms. 

FTX US President Brett Harrison previously told Blockworks that the sports partnerships have helped spur dramatic growth for the business. It reported an average daily volume of roughly $360 million in the third quarter, a 512% increase from the prior quarter. The company’s user count also increased by 52% quarter over quarter.

Harrison said in a statement that it was through the September partnership with Curry that the business was introduced to the Warriors.

“The FTX US NFT Platform will provide a leading, safe and secure venue for the Warriors international fan base to access exclusive collectibles from the franchise,” Harrison noted. 

“Alongside the NFT drops, working with the Warriors will increase our ability to create a positive change, not only domestically but internationally, with one of the most prestigious professional sport franchises in the world.”

The Warriors became the first professional sports team to launch an NFT collection earlier this year. It featured digitally reproduced versions of the team’s six NBA championship rings.

“Cryptocurrency has a well-established worldwide community and is going to continue to be a major part of the sports, media and entertainment industries,” Warriors President and COO Brandon Schneider said in a statement.

Crypto firms have continued moving toward the NBA, as well as the sports realm more generally, to boost awareness for their brands. 

Software platform and decentralized infrastructure provider Ankr joined forces with the Sacramento Kings in October, and Voyager Digital partnered with the Dallas Mavericks later that month. 

More recently, Crypto.com bought the naming rights to the Staples Center in Los Angeles as part of a 20-year, $700 million deal.

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  • Ben Strack is a Denver-based reporter covering macro and crypto-native funds, financial advisors, structured products, and the integration of digital assets and decentralized finance (DeFi) into traditional finance. Prior to joining Blockworks, he covered the asset management industry for Fund Intelligence and was a reporter and editor for various local newspapers on Long Island. He graduated from the University of Maryland with a degree in journalism. Contact Ben via email at [email protected]