San Antonio Spurs Partner with Ledger for Multi-Year Jersey Sponsorship

The San Antonio Spurs have announced a multi-year jersey sponsorship partnership with Ledger, a prominent cryptocurrency security firm. This collaboration is set to enhance cryptocurrency security awareness and promote Ledger’s brand within the sports arena. The partnership was announced in San Antonio and is expected to amplify Ledger’s visibility, connecting sports with digital asset innovation.

Peter J. Holt and RC Buford from the Spurs, along with Pascal Gauthier, CEO of Ledger, have expressed their shared vision for future innovations and opportunities to connect sports with digital assets. Pascal Gauthier, Chairman and CEO of Ledger, stated, “When I met RC and the Spurs team, it was clear we had total alignment in values and vision for the future.”

The partnership is likely to enhance Ledger’s brand recognition, potentially increasing the adoption of secure crypto wallets. Financial advisors suggest that while immediate market shifts are unlikely, the increase in brand visibility could indirectly benefit Ledger’s market penetration and product adoption.

Historically, NBA partnerships of this nature boost visibility for crypto firms, aligning sports with cutting-edge technology. This trend is expected to continue, enhancing Ledger’s position in crypto asset security. Experts anticipate potential regulatory attention on partnerships linking sports entities with crypto firms, emphasizing compliance and industry trust. Commitment to innovation and security remains a central theme.

This collaboration comes after a two-year search, initiated following the drafting of Victor Wembanyama in 2023. The Spurs, recognizing the popularity of the team in France, particularly due to the influence of former player Tony Parker, sought to build on this connection. The partnership was facilitated by the agency Elevate and is designed to enhance the team's global reach and create a cross-cultural presence in both local and international communities.

Ledger will become the presenting partner of the Spurs Tech & Basketball Camp for youths aged 10-14, focusing on teaching basketball alongside STEM-related courses. Additionally, Ledger will support the Spurs’ Jr. NBA platform and Spurs Sports Academy fundamental camps. In Paris, Ledger will continue to promote Spurs initiatives, which began with the renovation of Parisian area basketball courts during the 2025 NBA Paris Games. The Ledger-branded jerseys will debut during the NBA Draft, where the Spurs currently hold the No. 2 and No. 14 overall selections. These jerseys will be available for sale at the Official Spurs Fan Shop, and Ledger branding will also be featured on Spurs summer league uniforms this July. Ledger patches will be worn by the G League Austin Spurs next season and will be strategically placed on Spurs shooting shirts and practice jerseys.

The partnership is part of the Spurs' strategy to increase its branding worldwide. The franchise, which has had players from over 30 countries since its inception in the ABA, sees this deal as a way to expand its global presence. Ledger, which sells products in 165 countries, aligns well with the Spurs' goals. The team has already initiated 10 international partnerships, including a deal with the airline Viva Aerobus in Mexico and a temporary collaboration with Paris Saint-Germain as part of the 2025 Paris Games. The Spurs also hired Samba Digital in January to enhance its French social media reach, but the Ledger partnership marks its first full-time arrangement in France.

This deal not only strengthens the Spurs' presence in France but also underscores the growing intersection of sports and technology. By partnering with a leading digital asset security firm, the Spurs are positioning themselves at the forefront of innovation in the sports industry. The collaboration is expected to create new opportunities for community engagement and youth development, both in San Antonio and internationally. The Spurs' commitment to integrating technology and sports through initiatives like the Spurs Tech & Basketball Camp further highlights their forward-thinking approach. This partnership is a testament to the Spurs' dedication to leveraging technology to enhance their brand and community impact, setting a new standard for sports franchises worldwide.