Ledger has announced a new partnership with the San Antonio Spurs, marking a renewed wave of collaborations between the crypto industry and major sports franchises. The deal, revealed on Tuesday, June 24, 2025, was highlighted by a joint campaign on social media, signalling the return of high-profile crypto sponsorships in the sports sector.
Together, we are not just shaping the future – we’re protecting it.@Ledger | #sponsored pic.twitter.com/gzFumup13u
— San Antonio Spurs (@spurs) June 24, 2025
The partnership aims to promote digital asset security and education among sports fans. Ledger and the Spurs will work together on initiatives designed to raise awareness about safe crypto practices, targeting both seasoned crypto users and newcomers. The campaign’s launch featured a sponsored post on the Spurs’ X (formerly Twitter) account, stating, “Together, we are not just shaping the future – we’re protecting it,” alongside Ledger’s branding.
This collaboration comes as crypto companies re-enter the sports sponsorship arena after a period of caution following market volatility and regulatory scrutiny in 2022 and 2023. Industry observers note that the renewed interest in sports partnerships reflects greater confidence in the market’s stability and a strategic focus on mainstream engagement.
The Spurs-Ledger deal is part of a broader trend. Several crypto firms are once again investing in sports marketing, seeking to leverage the global reach and passionate fan bases of major teams. The move is seen as a way to rebuild trust and drive adoption by associating with reputable sports brands.
Visual elements, including the Spurs’ official announcement and Ledger’s campaign materials, have played a significant role in amplifying the partnership’s message online. The collaboration is expected to feature further digital activations and educational content throughout the NBA season.
Industry analysts suggest that these revived partnerships could shape the next phase of crypto adoption, making digital assets more accessible and secure for the general public.
In a significant move for sports finance, Paris Saint-Germain (PSG) has opted to integrate Bitcoin (BTC) into its balance sheet. This decision establishes PSG as one of the leading top-tier sports clubs to hold cryptocurrency as a treasury asset, aligning with a wider industry trend of adopting digital assets.
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