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Ina Fried Oct 19
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Rakuten looks to make a name for itself in the U.S.

Rakuten is spending a reported $20 million per year to get its logo on Warriors' jerseys. Photo: Rakuten

Rakuten is one of the largest e-commerce companies in Japan. But, while it owns a number of online properties and employs more than 2,000 people in the U.S., it is far from a household name.

Its strategy: The company, which owns Ebates, the Kobo e-book reader and the OverDrive e-book system widely used at libraries, is on a mission to make itself better known to American consumers. A big part of that is a sponsorship deal to put Rakuten's name and logo on the jerseys of the defending NBA champion Golden State Warriors.