In a move that fuses basketball, blockchain, and cross-continental ambition, the San Antonio Spurs have unveiled Ledger, the Paris-based digital asset security firm, as their new jersey sponsor — reinforcing their deep French ties while aligning with one of the most powerful forces in tech: Web3.
The announcement, made just ahead of the 2025 NBA Draft, marks a strategic shift for both parties. For the Spurs, it’s a brand alignment that builds directly on the Victor Wembanyama effect. For Ledger, it’s a full-court press into mainstream global relevance — via basketball’s most internationally fluent franchise.
France x Texas: A Decades-Deep Connection
The Spurs have long been a cultural touchpoint in France — from Tony Parker’s NBA stardom to the recent drafting of Victor Wembanyama, who has instantly become the face of the franchise.
“This moment cements a decades-long history of international collaboration and growth by the Spurs organization,” said RC Buford, CEO of Spurs Sports & Entertainment.
Last year’s games in Paris were just the start. With Ledger now on the jersey, San Antonio is doubling down on French fandom — and growing a global basketball brand beyond borders.
Ledger’s Big Play: Going From Crypto Custody to Cultural Cool
Founded in 2014, Ledger has become one of the most trusted names in digital asset protection, securing more than 20% of the world’s crypto. Now, they’re turning to sport as a storytelling vehicle.
“The San Antonio Spurs, at the heart of America in Texas, are the future of the league. They’re growing their fandom rapidly, and they’re the most international team the NBA has to offer,” said Pascal Gauthier, Chairman & CEO of Ledger.
From cold wallets to warm branding — Ledger’s partnership signals a deeper Web3 ambition: reaching the next generation of sovereign digital natives, through the most Gen Z-friendly sport on the planet.
Beyond the Patch: Community and Culture in Paris
The partnership doesn’t stop at stitching logos on jerseys. Ledger and the Spurs will also collaborate on:
- Outdoor basketball court renovations across Paris
- Spurs Tech & Basketball Camp, now presented by Ledger
- Integrations across the G League’s Austin Spurs
This signals a longer-term vision: embedding the Spurs brand into the very fabric of French basketball development.
365247 Consulting Take: What This Means
For Sports Teams:
Digital-native partners are no longer niche — they’re brand-defining.
The Spurs didn’t just get a jersey sponsor; they got a tech-first cultural amplifier with global reach. Teams looking to stay relevant must think far beyond traditional categories.
For Tech Brands:
Sport is the gateway to global trust and Gen Z loyalty.
As crypto and digital assets inch toward mass adoption, sports sponsorships like this offer both credibility and mainstream memorability.
For the NBA Ecosystem:
Expect more globally-minded, culturally-strategic sponsorships ahead.
This isn’t about “international marketing” — it’s about international belonging. The Spurs aren’t just building a fanbase in France. They’re becoming part of France’s basketball identity.
Want to Build Global Relevance Through Sports?
At 365247, we help clubs, athletes, and brands forge high-impact partnerships that go beyond exposure — and into influence, integration, and long-term value.
From brands x Sport to nation-driven fanbase expansion, we design strategies that drive both performance and perception.
Reach out to us to explore how your next jersey sponsor or market expansion could do what this Spurs x Ledger deal just did — redefine what a sponsorship can be. Schedule a call.
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IMAGE: Ledger
