Crypto exchange FTX has announced a $210 million multi-year naming rights partnership with U.S. esports organization TSM. Under the agreement, FTX receives exclusive naming rights, and the team will be rebranded as “TSM FTX.”
The deal marks another major branding move by FTX in sports and entertainment. The exchange had already secured a separate naming arrangement tied to the Miami Heat’s arena project in Florida, and the TSM agreement extends that strategy into esports. TSM competes across a wide range of game titles, including PUBG, PUBG Mobile, Rainbow Six Siege, League of Legends, Apex Legends, Valorant, Hearthstone, and Super Smash Bros.
Rebrand Aims at Global Growth
According to the announcement, the agreement involves FTX Trading Limited, West Realm Shires Services Inc, and TSM. Beyond the name change, the partnership is intended to support expansion into new markets, especially South America and Asia. TSM founder and CEO Andy Dinh praised FTX founder Sam Bankman-Fried, saying the brand fit was clear from the beginning and describing the combined identity of TSM FTX as a natural match.
From a market perspective, esports offers a young, global, and digitally native audience, making it a logical channel for a crypto company seeking broader consumer reach. FTX said TSM could play a major role in expanding the visibility of digital assets beyond traditional financial environments and into mainstream online culture.
Philanthropy Also Part of the Plan
The announcement also said TSM FTX will focus on social impact and is preparing to unveil a major philanthropic initiative. Based on the details released so far, that effort will center on financial literacy and expanded educational opportunities. Sam Bankman-Fried said partnerships are only as strong as the work put into them, adding that FTX is proud to collaborate with TSM in giving back.
Overall, the $210 million agreement is more than a naming rights transaction. It highlights how crypto firms were increasingly using sports and esports partnerships to build mainstream awareness, while giving TSM a new commercial identity aligned with its next stage of international growth.