The relationship between Durant and Coinbase goes back to when the NBA player invested in the cryptocurrency exchange in 2017.
NBA superstar Kevin Durant and Rich Kleiman’s Thirty Five Ventures have signed a multi-year promotional deal with Coinbase Global.
Durant will appear as the face of the brand — and in return, Coinbase will run digital ads and sponsored content on Durant's sports site, Boardroom.
In addition to this, Coinbase will donate to the Kevin Durant Charity Foundation.
The cryptocurrency exchange also plans to release an advertisement to welcome its partnership with the NBA superstar.
"Being an early investor in a company you're excited about is always an amazing feeling … Being able to come back a few years later and create an even more in-depth partnership is rare, and we’re fortunate to be building further with Coinbase."
"Kevin does very, very few brand deals and that was by design … They’re this new model of brand partner for us, where they do integrate in all different parts of our business."
Coinbase's chief marketing officer Kate Rouch views Kevin Durant as the perfect partner for Coinbase because he is ''genuinely experienced and excited about crypto'' — and expressed hope that his profile will help the company reach millions of fans around the world.