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Coinbase Becomes NBA’s First Exclusive Cryptocurrency Partner

The WNBA, G League, 2K League, and USA Basketball will also participate in the groundbreaking collaboration.

The NBA and Coinbase reached a multi-year deal Tuesday that makes the crypto giants the exclusive cryptocurrency platform partner of the NBA, WNBA, G League, 2K League, and USA Basketball. It’s the first-ever league-wide cryptocurrency partnership for both parties.

As part of the agreement, Coinbase will be prominently featured during nationally televised NBA games, beginning with Tuesday night’s doubleheader to open the league’s 75th anniversary season.

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

The NBA, WNBA, G League, and 2K League will all collaborate with Coinbase on educational content, innovations, actions, and experiences around the crypto economy to engage with the leagues’ communities and athletes around the world.

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“We’re proud to become the Leagues’ official cryptocurrency partner,” said Kate Rouch, Coinbase’s chief marketing officer. “The freedom to participate and benefit from the things you believe in is at the heart of Coinbase’s mission.  Nobody believes this more than NBA and WNBA fans.”

Coinbase will also become the presenting partner of the WNBA Commissioner’s Cup, a partner of the NBA’s G League Ignite program and the presenting partner of Team USA’s exhibition tours for both the men’s and women’s teams.

“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,” said Phil Cook, the WNBA’s chief marketing officer.  “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.”

Last week, Coinbase announced the launch of an NFT marketplace that reportedly already has more than 1 million sign-ups, one of the many reasons it reached a $100 billion valuation earlier this year.

“One of the most exciting parts about being involved with the NBA is knowing that they’ll always be at the forefront of new opportunities,” said Rich Kleiman, co-founder and CEO of Thirty Five Ventures. “[Kevin Durant] and I invested in Coinbase in 2017 because we knew that what they were building was going to be remarkable, and I think a lot of Kevin’s peers feel similarly about opportunities in the crypto space. I’m looking forward to seeing how this partnership will continue to bring crypto – and Coinbase itself – into mainstream culture and conversations.”

About The Author
Shlomo Sprung
Shlomo Sprung
Shlomo Sprung is a Senior Staff Writer at Boardroom. He has more than a decade of experience in journalism, with past work appearing in Forbes, MLB.com, Awful Announcing, and The Sporting News. He graduated from the Columbia University Graduate School of Journalism in 2011, and his Twitter and Spotify addictions are well under control. Just ask him.