In brief

  • Naomi Osaka has joined crypto exchange FTX as its latest global brand ambassador.
  • FTX has enlisted other athletes and partnered with several teams and leagues, as well.

Cryptocurrency exchange FTX has been racking up notable allies across the sports world over the last year, ranging from athlete ambassadors to league sponsorships, and it has just added another partner to its stable: pro tennis player Naomi Osaka.

Today, FTX and FTX US announced that Osaka will serve as a global ambassador for the brand, joining other athletes in the role including Tom Brady, Stephen Curry, and Shohei Ohtani. Osaka will receive an equity stake in FTX as part of the agreement, and will also be paid in cryptocurrency.

Through the deal, FTX and Osaka will collaborate on initiatives to bring more women into Web3, including producing content targeted at young women that Osaka will creatively direct. The content will have a global focus, according to a release, given Osaka’s own multicultural Japanese and Haitian heritage.

FTX will also make a donation to Play Academy, Osaka’s charity formed with Nike. Lastly, the firm said that it will advise Osaka with her own personal investments into cryptocurrency.

“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 in a release.

“Cryptocurrencies started with the goal of being accessible to everyone and breaking down barriers to entry,” she continued. “I’m excited to partner with FTX to get back to that mission and to…

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