The Golden State Warriors and Rakuten Group have renewed their multi-year partnership, maintaining Rakuten’s status as official jersey badge partner of the NBA team. 

Rakuten’s logo will continue to be featured as a badge on all Warriors team kits, as it has since 2017 when the team took on the Japanese electronic commerce company as its first-ever jersey badge partner.

“Since the inception of our momentous partnership, Rakuten has proven to be an incredible partner,” commented Warriors President and Chief Operating Officer, Brandon Schneider. “Our relationship is steeped in mutual respect, aligned values and a strong drive to innovate. 

“Over the last five years, we have reached historic milestones through enhanced player and fan experiences around the world. 

Rakuten will be featured ‘prominently’ in game broadcasts and at the team shop. The firm will also continue its involvement in Warriors jersey platforms and launches, with exclusive apparel collaborations. 

Schneider continued: “As we embark on the next phase of this partnership, we will continue to introduce and drive Warriors fans’ awareness of Rakuten to enhance their shopping experience. We look forward to providing more historic moments and engaging experiences for our fans worldwide.”

Furthermore, the Warriors jersey badge has been named a key contributor to an ‘explosive growth’ period of Rakuten’s US consumer brand recognition over the past five years, derived from broadcast, digital and social media impressions. 

The renewal will see expanded media and brand integrations, such as enhanced Rakuten signage in Chase Center and infusion in new digital, social, radio and live activations, including as presenting partner of game-day player arrivals on the ‘Rakuten Runway.’ 

Amit Patel, Chief Executive Officer at Rakuten Americas, added: “The Warriors exemplify the best of innovation, teamwork and optimism, all of which align with our core values. 

“We are proud to partner with a world-class organisation like the Warriors that has used unusual creativity and excellence to become one of the world’s most recognised brands. We are excited to continue our work together to grow, engage and reward our communities.”

As part of their continuing relationship, a Rakuten executive will join the Board of the Warriors Community Foundation to collaborate on initiatives in support of educational equity in the San Francisco Bay Area. 

Rakuten previously partnered with the Foundation on projects such as refurbishing basketball courts at Oakland’s McClymonds High School and San Francisco’s City of Dreams.

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