Web3 CMO Stories Ledger x San Antonio Spurs: The Global Partnership Built on Trust, Culture and Digital Ownership | S5 E27
"We shouldn't be the homework assignment. We should be the song that you listen to on the radio," says Ariel Wengroff, EVP of Communications and Marketing at Ledger. This captivating insight captures the essence of how one of crypto's most trusted security companies approaches education in a space often overwhelmed with technical complexity.
Throughout our conversation, Ariel reveals the strategic thinking behind Ledger's approach to storytelling and brand-building at the intersection of technology, security, and culture. Having produced "Woman with Gloria Steinem" and led content at Vice before joining Ledger, she brings a unique perspective on how to make challenging topics accessible and engaging.
The discussion takes us behind the scenes of Ledger's educational initiatives, including their "Don’t Get Rekt" claymation series and their newly announced partnership with the San Antonio Spurs. This collaboration isn't just a logo on a jersey; it's a thoughtful alignment between a French tech company and an NBA team with strong French connections, focused on youth STEM education and financial literacy. As Ariel explains, NBA fans have twice the purchase intent for crypto compared to average consumers, making this partnership both culturally relevant and strategically sound.
What stands out most is Ledger's commitment to long-term thinking rather than short-term marketing wins. From making their education platform entirely free to ensuring diverse representation in their marketing materials, every decision reflects a deeper understanding of their mission to empower people through digital sovereignty.
For marketers, creators, and anyone interested in how technology brands can build authentic connections with audiences, this episode offers valuable insights into creating content that feels like entertainment rather than education, yet manages to accomplish both.
This episode was recorded through a Descript call on June 30, 2025. Read the blog article and show notes here: https://webdrie.net/ledger-x-san-antonio-spurs-the-global-partnership-built-on-trust-culture-and-digital-ownership/