Naomi Osaka — four-time Grand Slam champion, dedicated activist and entrepreneur — has signed a long-term partnership with the highly-valuable, Bahamas-based cryptocurrency exchange FTX.
Under the agreement, Osaka will act as a global ambassador for the company, obtain an equity stake in FTX Trading Limited and receive compensation in crypto. The brand notes that Osaka’s ambassador duties will largely center on “bringing women onto the platform and into the future of Web3.”
“We have seen the statistics about how few women are part of crypto by comparison, which kind of mirrors the inequality we see in other financial markets,” Osaka said. “Cryptocurrencies started with the goal of being accessible to everyone and breaking down barriers to entry. I’m excited to partner with FTX to get back to that mission and to innovate on new ways to reach more people and further democratize the space.”
To date, the majority of crypto marketing has been directed toward a male audience — FTX recently employed Larry David for its Super Bowl commercial, and last year recruited Tom Brady and Gisele Bundchen as ambassadors, with Brady assuming a leading advertising role. Osaka’s ambassadorship marks one of the brand’s first large-scale moves to target a female audience.
“Just as FTX is at the forefront of crypto markets, we want to be at the forefront of social change,” said CEO of FTX Sam Bankman-Fried in a statement. “Our partnership with Naomi Osaka will further our goal of getting more diverse voices involved in the future of digital currency and Web3. I am excited to work with Naomi as we look to educate those groups and create a positive impact in the world.”
Under the terms of agreement, Osaka will sport the FTX logo during competitions, beginning with the Miami Open this week.