Ledger, the Paris-based hardware-wallet provider safeguarding more than 20 % of global crypto assets, has partnered NBA franchise San Antonio Spurs in a June 2025 deal placing Ledger patches on players’ jerseys to deepen U.S. consumer engagement through a high-visibility, multi-year sports sponsorship program, driving a nationwide marketing effort.
Under the agreement, Ledger’s emblem will first appear on Spurs uniforms during the 2025–26 NBA season, broadcasting the term “hardware wallet” to millions of viewers across national and international broadcasts.
The sponsorship also finances Spurs Tech & Basketball clinics and the renovation of community courts in Paris, extending Ledger’s grassroots presence beyond conventional advertising.
Pascal Gauthier, Ledger’s CEO and chairman, called the pact a “historical partnership [that] will deepen our connection with American consumers,” noting the Spurs’ long-standing ties to French basketball talent.
Crypto branding in professional sports is accelerating: research from SportsQuake shows 22 crypto-sports deals in 2025 to date, a 22 % year-on-year rise, with industry sponsorship spend climbing 20 % to $565 million.
Seventy-one percent of that outlay targets football and Formula 1, yet the NBA still earned $1.62 billion in jersey-patch and arena sponsorships during 2024–25, underscoring its draw for web3 marketers. Ledger, which has sold roughly 2.8 million devices in the United States, its largest market, responsible for nearly 40 % of global sales, sees Spurs Nation as a gateway to mainstream American wallets.
Rival crypto brands mirror the trend, from Tether’s 10.7 % Juventus stake to Coinbase’s deal with rugby league’s Cronulla Sharks and Crypto.com Pay across the Miami Grand Prix.
The Spurs, five-time NBA champions known for cultivating French talents such as Tony Parker and Victor Wembanyama, provide Ledger, a French-founded firm headquartered in Paris with U.S. offices, an authentically bilingual cultural link. Gauthier underscored the fit by calling San Antonio “the most French team in basketball history,” positioning the partnership as both a marketing expansion and a homage to shared heritage.
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