Golden State Warriors, Rakuten Extend Jersey Sponsor, Multi-Platform Alliance
Friday, November 12, 2021 at 02:28PM NYSJ Sports-Entertainment Business News Service
November 12, 2021: When you get to put your name on jerseys worn by Stephen Curry, Draymond Green and Klay Thompson, you know your brand will get a lot of national exposure.
The Golden State Warriors and Rakuten Group have extended their deal that will continue to feature the Rakuten logo on Warriors uniforms, renewing a partnership that began in 2017 as the Warriors first jersey partner.
Rakuten is based in Tokyo but has U.S. headquarters in San Mateo, about 20 miles south of San Francisco.
Industry analysts put the original deal at $20 million a year. Terms of the extension have not been released.
A growing number of NBA teams are on their second jersey patch sponsors since the platform began as a NBA trial program in 2017, giving more stability to the Warriors-Rakuten alliance.
Raketen will also expand its marketing and activation presence in support of the alliance.
The Rakuten partnership includes logo representation in the Warriors traveling party and additional marketing elements, including signage in Chase Center and other digital, social and radio executions.
Rakuten said its name is the Japanese word for “optimism,” which means that “Warriors players don a badge of optimism over their hearts.”
"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," Brandon Schneider, Warriors president and COO, said via the team.
“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."
The Rakuten logo will continue to appear on the left front of every Warriors home, away and practice uniforms.
Marketing support includes Rakuten as the presenting partner of a season-long campaign tied to Warriors on-court jerseys.
Rakuten also continues in several other partnership capacities, including as the Warriors' official E-Commerce Partner, Video-On-Demand Partner and Affiliate Marketing Partner.
In addition, Rakuten Group's global mobile voice messaging service Rakuten Viber remains the Warriors' Official Instant Messaging and Calling App Partner, and Rakuten Kobo is Official E-Reader Partner.
Rakuten and the Warriors plan to resume their collaborations on charitable ventures in the San Francisco Bay Area community.
"The Golden State Warriors exemplify Rakuten's values and those we look for in a partner: innovation, teamwork and a desire to be a positive influence in the community," Amit Patel, Rakuten Americas CEO, said via the company.
“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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