Coinbase has entered a multi-year partnership with Maple Leaf Sports & Entertainment (MLSE), owner of the MLS’s Toronto FC and the CFL’s Toronto Argonauts. The partnership is a continuation of Coinbase’s Canadian expansion, following its deal last year to become the CFL’s first-ever crypto partner and sponsor of the 111th Grey Cup.
As part of the new partnership, the brand will be the exclusive cryptocurrency exchange and wallet partner for both TFC and the Argonauts, with prominent LED signage and a dedicated Coinbase Lounge at BMO Field, which is undergoing renovations. The lounge will be a premium space offering exclusive experiences.
The Coinbase logo will also feature on the Argonauts’ jersey for the 2025 and 2026 seasons, while the partnership will bring fans engaging digital activations, social media contests and immersive experiences designed to introduce Canadians to the world of cryptocurrency.
Lucas Matheson, CEO of Coinbase Canada, tells MiC that the deal with TFC and the Argonauts is a key step in making Coinbase a household name among Canadian sports fans. By tapping into the excitement of professional sports, the company aims to boost brand awareness, drive website traffic and increase engagement.
“The strategy is to connect with passionate Canadian fanbases who are already engaged with crypto,” says Matheson, noting that approximately 1.7 million TFC and Argonauts fans own cryptocurrencies, with 1.4 million having traded in the last year. “Our partnership provides a direct avenue to connect with these enthusiastic communities, elevate Coinbase brand visibility within Canada, and further establish Coinbase as a trusted platform.”
In particular, the brand is targeting younger fans, citing CFL research that shows 43% of 18-24-year-olds and 52% of 25-34-year-olds have invested in cryptocurrency. Additionally, 43% of 25-34-year-olds believe crypto is the future of online transactions.
Matheson also notes that the partnership seeks to demystify digital assets and establish trust with other potential users, addressing common perceptions that cryptocurrencies are complex and insecure. By fostering a sense of community, Coinbase aims to drive long-term growth and adoption, ultimately making cryptocurrency more accessible and mainstream.
According to him, the deal is part of its broader brand strategy, building on its existing partnerships with top global sports properties like the NBA, Aston Martin F1 and Riot Games.
Coinbase officially launched in Canada in 2023.
