NBA’s Crypto Chief Registers Second .Eth Domain as League Files for 4 NFT Trademarks

The basketball league’s launch into crypto could come sooner than later.

AccessTimeIconApr 11, 2022 at 9:11 p.m. UTC
Updated May 11, 2023 at 7:11 p.m. UTC
10 Years of Decentralizing the Future
May 29-31, 2024 - Austin, TexasThe biggest and most established global hub for everything crypto, blockchain and Web3.Register Now

The National Basketball Association (NBA) is digging deeper into Web 3, tipping off plans for non-fungible tokens (NFTs) in a series of April 7 trademark filings made public Monday.

The filing, submitted by the NBA for “The Association,” covers a laundry list of virtual items including “game tickets, game programs, trading cards, collectibles, memorabilia, jerseys” and even “memes relating to the field of basketball authenticated by non-fungible tokens.”

  • Philadelphia 76ers President on Crypto Ad Patch Deal With
    Philadelphia 76ers President on Crypto Ad Patch Deal With
  • European Football NFT Platform Sorare Raises $680M Series B
    European Football NFT Platform Sorare Raises $680M Series B
  • NFL Quarterback Matt Barkley’s Crypto Journey
    NFL Quarterback Matt Barkley’s Crypto Journey
  • Matt Barkley’s Advice for Professional Athletes Entering the Crypto Market
    Matt Barkley’s Advice for Professional Athletes Entering the Crypto Market
  • The league also appears to be in possession of two Ethereum Name Service (ENS) domains – nba.eth and theassociationnft.eth – belonging to a wallet associated with Adrienne O’Keeffe, the league’s head of gaming and digital assets.

    According to public blockchain records, the nba.eth domain was transferred in December from NFT collector disco.eth to ENS core team member Brantly Millegan to O’Keeffe’s wallet, aok.eth. In March, theassociationnft.eth was transferred to the same address from a pseudonymous wallet.

    In an earlier interview with CoinDesk, Millegan said the nba.eth transfer came about after the pseudonymous disco.eth heard Millegan publicly unpack the project’s policy of encouraging .eth squatters to give away or sell at cost domains related to known brands.

    It’s unclear what precipitated the theassociationnft.eth transfer. Neither O’Keeffe nor the NBA responded to requests for comment by the time of publication.

    The league’s crypto partnerships currently include a Coinbase (COIN) sponsorship and deal with the coveted NFT platform NBA Top Shot, though the league has yet to launch a crypto campaign of its own.

    Zack Seward contributed reporting.


    Please note that our privacy policy, terms of use, cookies, and do not sell my personal information has been updated.

    CoinDesk is an award-winning media outlet that covers the cryptocurrency industry. Its journalists abide by a strict set of editorial policies. In November 2023, CoinDesk was acquired by the Bullish group, owner of Bullish, a regulated, digital assets exchange. The Bullish group is majority-owned by; both companies have interests in a variety of blockchain and digital asset businesses and significant holdings of digital assets, including bitcoin. CoinDesk operates as an independent subsidiary with an editorial committee to protect journalistic independence. CoinDesk employees, including journalists, may receive options in the Bullish group as part of their compensation.

    Eli Tan

    Eli was a news reporter for CoinDesk. He holds ETH, SOL and AVAX.

    Learn more about Consensus 2024, CoinDesk's longest-running and most influential event that brings together all sides of crypto, blockchain and Web3. Head to to register and buy your pass now.

    Read more about