Published: Tue, September 12, 2017
Sport | By Wendy Sparks

Golden State Warriors sign lucrative jersey sponsorship deal

Golden State Warriors sign lucrative jersey sponsorship deal

Rakuten was reportedly one of a number of companies to pursue a jersey sponsorship deal with the Warriors, whose two National Basketball Association titles in three years and cast of All-Stars have cemented its status as a world-wide brand.

That's because the team has formed a multi-year partnership with Japan-based Rakuten to plaster the company's logo on all team uniforms. Rakuten is paying almost $60 million per year for their sponsorship of Barcelona compared to $20 million per year for the richest deal in the National Basketball Association.

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Rakuten's red and black logo will be used on the Warriors' white jerseys and a white version of the logo on the blue jerseys.

This is the latest in a string of sponsorship deals for Rakuten, which owns messaging app Viber, e-book brand Kobo and cash-back site Ebates.

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"We actually had multiple finalists", Warriors chief marketing officer Chip Bowers said. Golden State has represented the Western Conference in each of the past three seasons as well. "So we felt in order to grow our global vision, we had to be aligned with a global brand". "Our partnership in Barcelona has helped us in Spain, and the Warriors will certainly be a pillar of getting us there in United States". Having its logo on Golden State's jersey will only help Rakuten, which is far less known stateside than in its native Japan, build name recognition in the U.S.

As part of the agreement, Rakuten also becomes the Official E-Commerce Partner, Official Video-On-Demand Partner and Official Affiliate Marketing Partner of the Warriors.

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Golden State will receive $20 million from Rakuten per season during the deal, which will also include the team renaming its downtown Oakland practice facility the the Rakuten Performance Center.

As $20 million per season, the agreement almost doubles what Goodyear paid the Cleveland Cavaliers for their patch.

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