The San Antonio Spurs have signed a multiyear sponsorship agreement with Ledger, the company known for manufacturing hardware wallets used to store cryptocurrencies securely. Starting with the 2025–26 NBA season, the Spurs will display Ledger’s logo on their jerseys, marking the first time an NBA team has partnered with a crypto wallet brand in this way.

The announcement was made on the official website of the Spurs as of 24.6.25

This deal comes as sports and crypto companies are working together more often. According to SportQuake, global sports sponsorships involving crypto and blockchain brands have increased by about 20% YOY from 2024 to 2025. Teams are seeing these partnerships as a way to connect with younger fans who are more familiar with digital assets.

About Ledger

Ledger, based in Paris, produces hardware wallets that help people store cryptocurrencies offline rather than keeping them on exchanges or in online wallets. An estimated 20% of all digital assets are held in Ledger devices.

Recently, Ledger updated their asset recovery service. One new feature uses a physical Ledger Recovery Key, it splits a user’s encrypted wallet recovery phrase into three parts, stored with separate custodians. This is meant to make it easier for users to recover their assets if they lose their device, while still keeping security in place.

The new recovery feature involves a physical card, like the one shown here.

What This Means for the Spurs

For the Spurs, the partnership is both a marketing opportunity and an effort to highlight technology’s growing role in finance. The team has said it plans to work with Ledger on educational content and programs about digital asset security.

CEO of the Spurs, RC Buford said the agreement isn’t only about branding, but also about helping fans learn about self-custody and how to protect their assets. Image from NBC Sports

A Broader Trend?

In recent years, crypto companies have signed many sponsorships in professional sports, ranging from arena naming rights to jersey patches. While many of those partnerships have focused on exchanges and trading platforms, this recent one centers on secure storage and custody.

An overview of some of the most notable sponsorships within sports, a large proportion of these deals involving trading platforms. Data by SportQuake, report from May 2025.

As the number of people holding digital assets grows, sports teams are looking for ways to stay relevant to this audience. The Spurs–Ledger deal shows that crypto sponsorships are moving beyond just exchanges or trading platforms and into other areas as well.

Next Steps

Over the next season, the Spurs and Ledger plan to introduce in-arena promotions, community events, and educational content to explain how hardware wallets work. As this partnership develops, it can serve as an example of how sports and crypto are becoming more closely linked.

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