Rakuten and the Golden State Warriors have extended one of the NBA‘s most enduring and innovative commercial partnerships, signing a new multi-year agreement that will expand their collaboration across fan engagement, community impact and women’s sports.
The renewed partnership covers the Warriors, the WNBA expansion franchise Golden State Valkyries, and the NBA G League affiliate Santa Cruz Warriors, marking the next phase of a relationship that has become a benchmark for modern sports sponsorship.
Since first joining forces in 2017, Rakuten and Golden State have helped redefine the value of team-brand partnerships. Rakuten became the Warriors’ inaugural jersey patch partner following the NBA’s introduction of sponsorship patches, aligning itself with a franchise that would go on to win multiple championships and establish itself as one of the league’s most influential global brands.
While the new agreement signals the end of Rakuten’s tenure as the Warriors’ jersey patch sponsor, it reflects a broader evolution in sponsorship strategy. Rather than focusing primarily on brand visibility, the partnership will centre on delivering premium fan experiences, community initiatives and purpose-driven programmes throughout the Bay Area.
Over the past nine years, the collaboration has generated more than US$12 million in support of educational equity programmes and community projects through the Golden State Community Foundation. Rakuten will also continue supporting the organisation’s Women’s Empowerment Month initiatives, reinforcing a shared commitment to inclusion and social impact.
Mike Kitts, Chief Commercial Officer of Golden State, said, “When we first began our relationship with Rakuten in 2017, we set out to redefine what a sports partnership could look like. What we’ve accomplished together since then mirrors the success our franchise has seen on and off the court, with Rakuten at the forefront of many of the Warriors’ most iconic moments and imaginative programming over the last nine years. Their commitment to doubling down on an already substantial investment in our community, and in fans of both the Warriors and Valkyries, will leave a lasting impact in the Bay Area and beyond.”
Amit Patel, CEO of Rakuten Rewards and Rakuten International, added, “The best partnerships evolve with purpose. Nine years ago, our partnership with the Golden State Warriors was built on shared values of empowering our communities and the drive to innovate — it’s a legacy that we’re deeply proud of. In this next chapter, we’re building on that foundation to deepen our connection with fans and the local community. We want to celebrate the people who show up, who are loyal, and who live and breathe this team with access to rewarding experiences you simply can’t get anywhere else.”
As part of the agreement, Rakuten members will continue to receive exclusive benefits, including cashback offers on Warriors merchandise, limited-edition product releases and access to VIP experiences. The company will also remain the presenting partner of “Rakuten Arrivals,” a popular digital content series featuring player arrivals on game days.
The expanded partnership also strengthens Rakuten’s presence within the Golden State Valkyries ecosystem through dedicated content initiatives, in-arena activations, merchandise collaborations and community programming, underscoring the growing commercial appeal of women’s professional basketball.
To celebrate the renewal, the organisations unveiled the “Warriors Golden Legacy Collection,” a sustainability-focused merchandise line created from retired Warriors jerseys featuring the Rakuten patch, providing a symbolic tribute to nearly a decade of collaboration and shared success.
