Golden State Warriors Renew Rakuten Partnership But Drop Jersey Patch

The Golden State Warriors have renewed their long-term partnership with Japanese e-commerce company Rakuten, though the new agreement removes the official jersey patch. According to the announcement, Rakuten will remain an official partner and serve as the presenting sponsor for the team’s community-focused women’s empowerment efforts during March.

Rakuten had served as the official jersey patch sponsor since the 2017-18 season. While the patch is gone, Rakuten customers will still receive 10% cashback on purchases made through the Warriors’ online store. The two entities will also continue collaborating on experiences and merchandise distribution.

Why did Rakuten drop the jersey patch?

Rakuten stated it is transitioning away from jersey placement to “deepen its focus on fan engagement and community impact.” The source suggests other factors may be at play, noting that Rakuten might have sought to downsize its coverage or the Warriors may have requested a renewal fee that was too high.

These possibilities come as the team’s on-field dominance has shifted since its 2022 championship. The stars who drove the 2010s dynasty—including Steph Curry, Klay Thompson, and Draymond Green—have aged, declined, or been traded, which may have impacted championship prospects.

Did You Know? Since the NBA approved jersey patch partnerships in 2017, Rakuten is the only brand to have appeared in the NBA finals three times.

What other assets are included in the deal?

The partnership extends beyond the NBA squad to include the Santa Cruz Warriors G-League affiliate and the Golden State Valkyries. Rakuten remains the longest-tenured partner for the Valkyries, a WNBA franchise that debuted in 2025.

[RNN] NBA Team Partnership of the Year: Rakuten & Golden State Warriors

Brand visibility will continue at the 18,064-capacity Chase Center through prominent cross-venue signage. Rakuten also maintains its role as the presenting partner for the “Rakuten Arrivals” tunnel walk feature for both the Warriors and the Valkyries.

Expert Insight: Samantha Carter notes that shifting from a jersey patch to engagement-driven assets like cashback and community sponsorship suggests a move toward direct-to-consumer loyalty. This strategy allows a brand to maintain a connection with a high-value franchise while mitigating the risks associated with a team’s fluctuating on-court performance.

What happens next for the Warriors’ branding?

The Warriors are now in a position to seek a new patch partner for the first time in nearly a decade. Because the franchise is considered the league’s most valuable, the team may attract significant interest from new corporate sponsors.

Future agreements could vary depending on the team’s ability to return to the NBA finals. Amit Patel, chief executive of Rakuten Rewards and Rakuten International, stated that the partnership is evolving to “celebrate the people who show up” with rewarding experiences.

Frequently Asked Questions

When did Rakuten first become the Warriors’ jersey patch sponsor?
Rakuten has been the official jersey patch sponsor since the 2017-18 season.

Which other teams are covered under the Rakuten partnership?
The deal covers the Golden State Valkyries (WNBA) and the Santa Cruz Warriors (NBA G-League).

What is the capacity of the Chase Center where Rakuten signage will appear?
The Chase Center has a capacity of 18,064.

How do you think the loss of a long-term jersey sponsor will affect the Warriors’ brand image?