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- Kevin Durant and his company Thirty Five Ventures signed a multiyear promotional deal with Coinbase Global.
- Durant will become a prominent face of Coinbase, which will provide ads and sponsored content for the NBA star.
- Durant’s move is the latest of many high-profile athletes jumping in on the digital-asset wave.
NBA superstar Kevin Durant and his company Thirty Five Ventures just inked a new multiyear deal with cryptocurrency platform Coinbase Global.
Durant, who currently plays for the Brooklyn Nets, will help promote Coinbase across his various businesses and appear as a prominent face of the brand. The first Coinbase ad with Durant is set to air on Thursday.
In return, Coinbase will supply digital ads and sponsored content with his sports site Boardroom and provide support for his youth programs.
Financial terms weren’t disclosed, but the deal signals further growth in the relationship between Durant and Coinbase. In 2017, Thirty Five Ventures invested in Coinbase during a $100 million funding round.
Meanwhile, Coinbase is continuing its push into professional sports after signing a sponsorship deal with the NBA in October.
Durant’s move also marks the latest of many high-profile sports collaborations in the digital-asset space. Earlier this week, the Golden State Warriors inked an international deal with crypto exchange FTX, after its franchise player Steph Curry bought a $180,000 Bored Ape NFT in August.
In November, NFL star Aaron Rodgers announced he would take some of his salary in bitcoin as part of his partnership with Square, while fellow footballer Tom Brady has been vocal about his NFT collection and digital memorabilia platform, Autograph.
Even buildings have been caught up in the wave — the storied Staples Center in Los Angeles is being renamed to Crypto.com Arena under a deal announced in November.