Affiliate Marketing

Golden State Warriors renew US$20m a year Rakuten patch deal

  • Logo to appear on all teams jerseys and practice uniforms
  • Deal includes brand visibility at Chase Center and on digital platforms

National Basketball Association (NBA) giants the Golden State Warriors have extended their jersey patch sponsorship with Japanese ecommerce company Rakuten.

The renewal of the NBA franchises deal with Rakuten, which first starred in 2017, will see the company continue as the Warriors official ecommerce partner, video-on-demand partner and affiliate marketing partner.The original deal was reported to be worth US$20 million a year, one of the biggest patch deals in the NBA.

The new agreement, of which the terms have not been announced, includes continued brand visibility inside the teams Chase Center home venue, and across the Warriors digital platforms.

Rakuten will also have activation rights around merchandise giveaways and online store promotions.

The extension also sees Rakuten retain several sponsorship category entitlements, remaining as the Warriors official ecommerce partner, official video-on-demand partner, and official affiliate marketing partner. Rakuten Groups global mobile voice messaging service Rakuten Viber also remains in place as the Warriors official partner in that category, and Rakuten Kobo is the teams official ereader partner.

The Warriors and Rakuten have also pledged to continue working on community initiatives in the San Francisco Bay Area.

“Dating back to 2017, we’ve established an incredible partnership with Rakuten, a collaboration built on the foundation of mutual respect, aligned values and a desire to continue to innovate, said Brandon Schneider, president and chief operating officer of the Warriors.

“As a leading technology company, Rakuten understands the evolving trajectory of the sports business industry, and together we will continue to enhance the player and fan experience for Warriors fans around the world.

Amit Patel, chief executive of Rakuten Americas, added: “We share the Warriors’ belief that reaching your goals requires optimism and discipline, and we look forward to supporting the team in its quest for its next NBA championship.”

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