Partnership includes Coinbase logo on the Toronto Argonauts jersey and the introduction of the Coinbase Lounge at BMO Field
Coinbase announced a strategic multi-year partnership with Maple Leaf Sports & Entertainment (MLSE), owners of the Toronto Football Club (TFC) and the Canadian Football League’s Toronto Argonauts.
Coinbase will be the exclusive cryptocurrency exchange and wallet partner for both Toronto FC and the Toronto Argonauts. That means Coinbase will be prominently featured through jersey patches, field-side LED signage, and the exclusive Coinbase Lounge at Toronto’s BMO Field.
Collaborating with TFC and the Argonauts is a significant step in Coinbase’s growing commitment to Canada. At Coinbase, we believe in the power of cryptocurrency to drive economic freedom, and this initiative is a testament to our dedication to giving Canadians safe and secure access to digital assets.
An estimated five million crypto holders call Canada home, about 13 per cent of the population. TFC and Argonauts fans make up a strong contingent of them – 1.7 million own crypto and 1.4 million have traded crypto in the last year. Through this partnership, Coinbase will engage with new, passionate fan bases, elevating Coinbase’s brand visibility and strengthening its presence in the Canadian market.
“Our partnership with TFC and the Argonauts will help bring crypto to millions of Canadian sports fans,” said Lucas Matheson, CEO, Coinbase Canada. “Together, we aim to deepen Canadians’ connection with crypto and provide them with opportunities to participate in the digital economy.”
Building on Toronto Argonauts History
Building off the momentum of becoming the first-ever crypto partner of the CFL and the 111th Grey Cup last year, Coinbase will be the official crypto partner of the Toronto Argonauts football team.
Anchoring that partnership, the Coinbase logo will be featured on the Argonauts’ jersey for the 2025 and 2026 seasons.
The Toronto Argonauts is one of Canada’s oldest and most storied sports teams, and we’re thrilled to be partnering with them,” said Matheson. “This logo placement is a symbol of our shared commitment to growing the game to new, younger audiences that are shaping the future of Canada’s financial system.”
Connecting with TFC’s growing fanbase
Coinbase will also be partnering with TFC to bring crypto to Canadian soccer fans. With Toronto hosting the world next summer for six matches at BMO Field for the biggest global soccer tournament, collaborating with TFC is a natural step for us to connect with a growing fanbase.
As part of that partnership, we will be launching the Coinbase Lounge at BMO Field. The lounge is BMO Field’s most premium space, and is undergoing a historic renovation project ahead of the tournament.
In addition, Coinbase will help elevate the fan experience through digital activations across TFC and the Argonauts’ social media platforms, including gamification and contests. The partnership will also offer immersive fan experiences that will help educate Canadians on crypto, such as promo nights and in-game activities.
“As MLSE’s first cryptocurrency partner, we are thrilled to partner with Coinbase to introduce a host of new experiences to TFC and Argonauts fans inspired by this emerging industry,” said Jordan Vader, Senior Vice President, Global Partnerships, MLSE. “BMO Field is home to a growing and passionate fanbase, and we are proud to collaborate with Coinbase to bring a brand-new space to these dedicated fans in addition to a jersey patch that they can proudly sport.”
Canada as a Priority Market
Coinbase officially launched in Canada in 2023, and has since become the largest and first international exchange to be registered as a Restricted Dealer. Since our launch in Canada, we have made significant strides in establishing ourselves as a trusted and reliable platform for Canadians to buy, sell, and trade cryptocurrencies. With its high crypto awareness, robust regulatory framework, and an enthusiastic tech ecosystem, Canada is a key market for us.
