Golden State Warriors extends $20m Rakuten deal


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The Golden State Warriors have announced a multi-year extension of their jersey patch partnership with Rakuten.

The Japanese ecommerce firm first became the Warriors’ jersey partner in 2017 before the deal was extended in 2021. When first signed the deal was reported to be worth $20 million annually, one of the biggest of such contracts in the NBA.

The latest renewal will see Rakuten’s logo continue to feature on all Warriors uniforms, with the brand also gaining additional visibility and enhanced signage at the team’s Chase Center home.

Additionally, the new contract covers provision for enhanced inclusion in digital content activations, with the ecommerce giant becoming the presenting partner of the ‘Rakuten Runway’ players’ entrance, which is popular on social media with fans keen to see the NBA stars’ fashion choices.

The partnership will continue to see exclusive apparel collaborations and shopping experiences via the Rakuten platform, as well as exclusive discounts for users registered with the Japanese company on the Warriors’ ecommerce portal.


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