The Golden State Warriors have renewed their long-standing partnership with Japanese e-commerce giant Rakuten, but the new agreement will no longer include the team’s jersey patch sponsorship.
Rakuten had appeared on the Warriors’ jerseys since the 2017-18 NBA season, becoming one of the league’s first patch sponsors after the NBA introduced the programme. Under the renewed deal, the company will remain an official partner of the franchise while shifting its focus toward fan engagement and community initiatives.
As part of the agreement, Rakuten will serve as the presenting sponsor of the Warriors’ women-focused community programmes held during Women’s History Month in March. Rakuten customers will also continue to receive 10% cashback on purchases made through the Warriors’ online store.
The partnership extends beyond the NBA franchise, continuing to cover the WNBA’s Golden State Valkyries and the Warriors’ NBA G League affiliate, the Santa Cruz Warriors.
Rakuten will also retain its branding presence at Chase Center through the “Rakuten Arrivals” tunnel walk activation, while receiving prominent in-venue signage across events involving both the Warriors and the Valkyries.
“The best partnerships evolve with purpose,” said Amit Patel, chief executive of Rakuten Rewards and Rakuten International.
“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.”
During Rakuten’s tenure as jersey patch sponsor, the Warriors remained among the NBA’s most successful and recognisable franchises. The team reached the NBA Finals three times, captured two championships and consistently remained in postseason contention.
Since the NBA introduced jersey patch sponsorships in 2017, Rakuten has become the only brand to appear on the uniforms of an NBA Finals participant on three separate occasions.
The Warriors’ dynasty, built around stars such as Stephen Curry, Klay Thompson and Draymond Green, helped transform the franchise into the NBA’s most valuable team. However, the club has experienced a gradual decline since winning its most recent championship in 2022, as its core players have aged, departed or seen their roles evolve.
Although financial details of the renewal were not disclosed, the decision to remove the jersey patch element could indicate a strategic shift by Rakuten toward community impact and experiential marketing rather than premium on-uniform visibility. It also opens the door for the Warriors to secure a new jersey patch partner for the first time in nearly a decade.
Despite stepping away from the uniform placement, Rakuten remains one of the franchise’s most enduring commercial partners and continues to hold the distinction of being the longest-serving sponsor in the history of the Golden State Valkyries, who began play in 2025.