Coinbase has entered a multi-year collaboration with the Toronto Football Club and the Toronto Argonauts as part of its expanded Canadian market strategy.

The cryptocurrency exchange will serve as the exclusive crypto exchange and wallet partner for both teams. The announcement comes despite facing challenges from a recent data breach that exposed sensitive information of nearly 70,000 customers and could cost up to $400 million in remediation.

Coinbase targets Canadian sports fans through MLSE deal

Coinbase has recognized a significant opportunity in the sports industry in Canada. According to recent data the exchange cited, 1.4 million Toronto FC and Argonauts supporters have engaged in active cryptocurrency trading in the previous 12 months, and 1.7 million of them are cryptocurrency owners.

It expects to gain direct access to these communities through collaboration with Maple Leaf Sports & Entertainment on a number of sports channels.

As a result of the partnership, Coinbase is now both teams’ sole cryptocurrency exchange and wallet partner. The new lounge at Toronto’s BMO Field, fieldside LED signs for both teams’ home games, and jersey patches on Toronto Argonauts uniforms will all prominently display the exchange.

About five million people in Canada own crypto, making up about 13% of the country’s total population. Because of this, the nation is a desirable market for Coinbase’s growth initiatives.

The collaboration expands on Coinbase’s prior achievement as the 111th Grey Cup’s first cryptocurrency partner and the Canadian Football League.

Multi-sport branding strategy spans CFL and MLS partnerships

The focus of Coinbase’s Canadian expansion is on high-profile branding opportunities on Major League Soccer and the Canadian Football League platforms.

Beyond physical branding, Coinbase plans digital activations across both teams’ social media platforms. This includes interactive games and contests designed to educate Canadian audiences about cryptocurrency. The company is also developing immersive fan experiences such as promotional nights and in-game activations.

This Canadian sports initiative aligns with Coinbase’s broader athletic partnerships, which include relationships with the NBA, Aston Martin Aramco Formula One racing, and esports partnerships with Riot Games.

The Toronto-focused partnerships are the latest steps in what Coinbase describes as bringing sports on-chain while connecting with established Canadian institutions.

Financial implications of data breach still on the horizon

Coinbase’s move into Canada comes on the heels of the exchange being in serious financial and reputational peril following a massive data breach that began in late December 2024 and was announced in May 2025. The breach exposed sensitive financial information and personal information of nearly 70,000 customers. This includes phone numbers, addresses, email, and masked Social Security numbers.

The stolen data also included masked banking account numbers, government identification photos such as driver’s licenses and passports, account balances, and transaction records. Coinbase declined to pay the requested $20 million ransom to the attackers. Instead, it offered a $20 million reward for information pointing towards the arrest and conviction of the attackers.

The firm is also working with law enforcement officials, such as the U.S. Department of Justice, who have begun an investigation into the hack. Coinbase has committed to refunding those customers who were tricked into sending money to attackers as a direct result of the hack.

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