{"id":366731,"date":"2026-06-19T04:40:07","date_gmt":"2026-06-19T04:40:07","guid":{"rendered":"https:\/\/www.newsbeep.com\/us-ca\/366731\/"},"modified":"2026-06-19T04:40:07","modified_gmt":"2026-06-19T04:40:07","slug":"golden-state-warriors-rakuten-extend-partnership-launch-new-collection","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/us-ca\/366731\/","title":{"rendered":"Golden State Warriors & Rakuten Extend Partnership, Launch New Collection"},"content":{"rendered":"

\n\tThe San Francisco<\/a> Golden State Warriors<\/a> and Rakuten<\/a> on Thursday revealed the extension of their partnership<\/a> \u2014 ahead of next week\u2019s two-night NBA<\/a> draft to be held at Brooklyn\u2019s Barclays Center. As founding partners of the team for nine years, Rakuten<\/a> was the first Warriors jersey badge before the 2017-18 NBA<\/a> season.<\/p>\n

\n\tThe financial terms of the deal were not disclosed. As part of the evolution of the partnership<\/a>, Rakuten will no longer have a patch on the basketball jerseys for the upcoming season. <\/p>\n

\n\tThe Warriors confirmed that Rakuten will remain a founding partner of the team, Chase Center and the Valkyries, the organization\u2019s women\u2019s team. Rakuten will also remain a presenting partner of the game-day player tunnel walk, Rakuten Arrivals<\/a>. The 2022 extension deal with the Warriors was estimated at $20 million a year for three years.<\/p>\n

\t\t\t\t\t\t\"\"<\/p>\n

\t\t\t\t\tGolden State Warriors<\/a>\u2019 jerseys from the past nine years were used to create the Warriors Golden Legacy collection.<\/p>\n

\t\t\t\t\t\t\t\t\tSophie Kuller<\/p>\n

\n\tRakuten has supported the Bay Area communities with contributions of more than $12 million to support the Golden State Community Foundation\u2019s educational equity and local community initiatives. Rakuten will also remain a presenting sponsor of the Warriors\u2019 Women\u2019s Empowerment efforts and the Rakuten Future Leaders Experience to pair youth from Girls Inc. of Alameda County with executive mentors from both brands. Rakuten members will continue to receive a minimum of 10 percent cash back on purchases at the Golden State Shop alongside access to exclusive merch, fan experiences and limited-edition drops.<\/p>\n

\n\tIn collaboration<\/a> with local designer and cofounder of \u201ctheheyyman,\u201d Mexican-born artist and Bay Area Warriors fan Gustavo Servin, the Warriors and Rakuten will unveil the Warriors Golden Legacy collection.<\/p>\n

\n\t\u201cThe Warriors Golden Legacy Collection represents the rich, long-standing Rakuten-Golden State partnership and its ongoing support for both minority Bay Area designers and creating access to exclusive, custom merchandise for fans of the Warriors,\u201d the Warriors said in a statement.<\/p>\n

\n\tAs a limited series of upcycled merchandise with previous Warrior jerseys with the Rakuten badge, Rakuten will be releasing the collection for fans to win the one-of-a-kind pieces. The pieces are crafted in the U.S. from leather and previous jerseys to honor the shared legacy of both brands. There will only be 58 pieces available \u2014 the collection includes two duffel bags, 10 clear purses, one leather jacket, 10 denim jackets and 35 bucket hats. The sweepstakes for a chance to win are open through next Thursday, via warriors.com\/rakuten.<\/p>\n

\n\tIn an exclusive interview, Amanda Chin, senior vice president of marketing at the Golden State Warriors, said the mutual benefit for the two brands has been \u201cimmense.\u201d<\/p>\n

\t\t\t\t\t\t\"\"<\/p>\n

\t\t\t\t\tStephen Curry\u2019s jersey was used for a duffel bag from
the Warriors Golden Legacy collection. <\/p>\n

\t\t\t\t\t\t\t\t\tSophie Kuller<\/p>\n

\n\t\u201cWhen we were given the opportunity to add a jersey badge, it was imperative to us that it had to be a true partnership with a company that aligned with our values as an organization,\u201d Chin said. \u201cIn the midst of a historic run on and off the court, we found exactly that with Rakuten \u2014 while furthering our ability to connect with fans globally in Japan, Asia and Europe. We\u2019ve both benefited from the brand exposure of three NBA Finals appearances and two championships over the last nine years, but we\u2019ve been able to maximize the partnership through their experiential rewards for fans and their long-term investment in our community.\u201d<\/p>\n

\n\tWendy Bergh, chief marketing officer of Rakuten Rewards, noted that the opportunity to be the first badge partner for the Warriors became \u201cone of the most successful partnerships in professional sports<\/a>.\u201d The two have shared values of \u201ccommunity and innovation,\u201d which continue to deepen.<\/p>\n

\n\t\u201cWhat began with the jersey badge has grown into something much broader, including community investments, creative platforms with local artists and designers, fan programming and rewarding experiences that have brought our brands to life in really meaningful ways,\u201d explained Bergh. \u201cThis next chapter builds on that legacy and goes even deeper into the things that have always mattered most to both organizations.\u201d<\/p>\n

\t\t\t\t\t\t\"\"<\/p>\n

\t\t\t\t\tGustavo Servin, \u201ctheheyyman\u201d.<\/p>\n

\t\t\t\t\t\t\t\t\tSophie Kuller<\/p>\n

\n\tBergh also said the badge was \u201cinstrumental\u201d in building brand awareness for Rakuten among U.S. consumers. Moving forward, the Japanese company\u2019s partnership will focus on fan experience, community impact and enhanced membership rewards for the Warriors, Golden State Valkyries and Santa Cruz Warriors, which she said reflects what Rakuten is today and where this partnership is headed.<\/p>\n

\n\tChin continued that the two brands decided to create an exclusive, upcycled collection that felt authentic to Bay Area culture and as a \u201cfull circle\u201d moment for the partnership. Bergh concurred that the Warriors Golden Legacy collection is a natural expression of what the partnership with the Warriors was about. And the elevation of minority designers is something the two remain committed to.<\/p>\n

\n\t\u201cThe Bay Area is a melting pot of world-class creativity, particularly among minority designers who are driving modern streetwear culture,\u201d she said. \u201cWe\u2019ve had tons of success with Rakuten on previous artist collaborations \u2014 including our award-winning Empowered campaign with another local artist, Hueman \u2014 and it\u2019s a piece of the partnership that we\u2019ve both naturally gravitated toward. Using our platforms to elevate local artists is a natural evolution of our shared focus to reward our fans and uplift the community in unique and meaningful ways.\u201d<\/p>\n

\t\t\t\t\t\t\"\"<\/p>\n

\t\t\t\t\tBucket hat from the Warriors Golden Legacy collection. <\/p>\n

\t\t\t\t\t\t\t\t\tSophie Kuller<\/p>\n

\n\tRakuten\u2019s mission is about delivering value to its members, Bergh said. She said the company\u2019s partnership with the Warriors embodies this ethos. Given that sport fandom being one of the most passionate and loyal communities, Rakuten sees the next chapter focusing on its connection with fans.<\/p>\n

\n\tLooking ahead, Chin said Rakuten has a \u201cproven track record\u201d within the Bay Area community and has become a household name among its fans. She said Rakuten\u2019s long-term investment<\/a> in the WNBA and the Valkyries<\/a> has proven to the basketball team that they can count on them to help push forward the legacy and moment women\u2019s basketball is having.<\/p>\n

\n\t\u201cEmpowering our communities remains a cornerstone of the partnership. And on the fan and member side, we\u2019ll keep building on what the Warriors Golden Legacy Collection represents \u2014 exclusive collaborations, unique experiences and access that feels genuinely special. We\u2019ve built something meaningful over nine years and this next chapter is about honoring that foundation while continuing to grow and evolve together,\u201d concluded Bergh.<\/p>\n","protected":false},"excerpt":{"rendered":"The San Francisco Golden State Warriors and Rakuten on Thursday revealed the extension of their partnership \u2014 ahead…\n","protected":false},"author":2,"featured_media":366732,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[30],"tags":[2253,7000,129,9240,148768,101,103,102,104,106,105,127,148769,1673,53199],"class_list":["post-366731","post","type-post","status-publish","format-standard","has-post-thumbnail","category-san-francisco","tag-collaboration","tag-golden-state-warriors","tag-nba","tag-partnership","tag-rakuten","tag-san-francisco","tag-san-francisco-headlines","tag-san-francisco-news","tag-sf","tag-sf-headlines","tag-sf-news","tag-sports","tag-sports-marketing","tag-sustainability","tag-wnba"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/posts\/366731","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/comments?post=366731"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/posts\/366731\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/media\/366732"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/media?parent=366731"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/categories?post=366731"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/tags?post=366731"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}