In a bold venture into competitive gaming and cryptocurrency, the leading U.S.-based crypto exchange Coinbase has signed a multi-year worldwide agreement with Riot Games, the creators of League of Legends and Valorant. The agreement is an expansion trend as digital finance and gaming spaces unite to tap into young, technologically engaged consumers.
Deal Starts with Valorant Event in Toronto
The sponsorship will get underway in June of 2025 with a VIP Valorant tournament in Toronto. This is the initial of a set of esports partnerships outlined in the deal. Though no dollar amount was noted, both companies have approved the long-term nature of the agreement.
Not only brand awareness, but more intimate fan engagement, interactive content, and blockchain-driven fan activities, are part of the deal.
New Fan Segments for Fans
It’s not just advertising. Coinbase is becoming a part of the esports watching experience. Two new in-broadcast segments will debut:
“Econ Report” – offering economic insights during Valorant matches
“Gold Grind” – presenting game resource analysis for League of Legends
They are designed to enhance viewer information and offer smarter, data-based audiences.
Fan Rewards and Giveaways
To enhance fan experience, Coinbase will distribute digital viewer rewards like redeemable emotes, icons, and even merchandise in the future using NFTs. Fans will also stand to win tickets to Riot’s international esports tournaments.
The reward system reflects Coinbase’s vision of delivering strong digital experiences beyond financial transactions.
Web3 Innovation on the Horizon
Coinbase is also planning to explore Web3 technology with Riot, aiming to push esports further into the blockchain space. Although specifics are not public yet, the partnership could include NFT collectibles, fan token systems, or new interactive digital tools.
A Coinbase representative stated, “We’re looking forward to creating some exciting things on the Web3 front with Riot.”
This would be a transition in the way in which believers engage with crypto and esports—making spectators action-takers on the internet.
Lessons from the Collapse of FTX
Riot is no stranger to the crypto transaction. Riot inked a $100 million deal with collapsed exchange FTX in 2021, representing League of Legends esports in North America. The seven-year contract fell apart at the end of 2022 after FTX filed for bankruptcy.
After the debacle, Riot was wary of diving back into crypto transactions—until this latest deal with Coinbase, which is better regulated and more established.
Esports Teams Still Welcome Crypto
Even after the FTX scandal, esports teams and platforms persisted in investigating blockchain opportunities. Quite ironically, Team SoloMid (TSM) also had forged its own arrangement with FTX, which was cut when the exchange melted down. However, TSM did not abandon blockchain. In 2023, it joined forces with Avalanche, a blockchain network, to venture into new Web3 business.
It’s all part of a larger trend: crypto and esports are being pulled together in larger and larger numbers by common values around digital culture and innovation.
Why This Matters
This Coinbase-Riot deal is more than a sponsorship. It’s a partnership between two titanic platforms as a strategic move. It shows that crypto no longer serves traders—it’s going native to entertainment worlds.
With a global pool of millions of esports fans and a rapidly growing pool of users of blockchain technology, this venture could be the new benchmark for future gaming-crypto collaborations.
The Future
As the union continues to grow, everybody will be looking at how nicely Coinbase becomes an integral part of the Riot universe. With real-time esports viewing, special digital rewards, and more, users can look forward to a rich, more interactive experience.
And when Web3 technologies enter the mainstream, this partnership may reframe the manner in which fans interact with favorite games—and with the future digital economy.
