Web3 projects live or die by their ability to create meaningful partnerships. Why? Because no single project can succeed in isolation. Web3 Partnerships let you combine resources, extend your reach, and make your products more useful. They are the foundation for successful launches and sustained growth in a decentralized ecosystem. Let’s break down the types of Web3 partnerships, what makes them work, and and how you can use them as part of your web3 go-to-market strategy to build something lasting.

Community and DAO Partnerships

Community and DAO (Decentralized Autonomous Organization) partnerships in Web3 are collaborations where community-driven groups, DAOs, NFT clubs, and crowdfunding communities like Gitcoin join forces to achieve shared goals, pool resources, and leverage collective governance. These partnerships are a critical component of any Web3 go-to-market strategy, as they help build trust and drive organic growth.

What It Might Entail

  • DAO Co-Development: Working with established DAOs like MakerDAO or Aave Grants for funding or governance proposals.
  • NFT Community Collaborations: Partnering with NFT communities (e.g., Bored Ape Yacht Club, CryptoPunks)  for co-branded NFT initiatives.
  • Joint Community Events: Hosting AMAs, contests, or hackathons on Discord, Twitter, or Telegram.
  • Resource Sharing: Combining auditing, marketing, or developer resources across communities.

Purpose & Benefits

  • Natural User Growth: Community participants become natural early adopters
  • Shared Decision Making: Communities actively shape development
  • Organic Growth: Word-of-mouth drives adoption at low cost
  • Resource Efficiency: Shared resources reduce individual project burden

Key Success Factors

  • Transparent Decision-Making: Clear proposals and fair resource distribution.
  • Active Participation & Communication: Engaged community members and open communication channels.
  • Clear Governance Frameworks: Properly structured multi-sig wallets, voting mechanisms, and treasury guidelines.

Success Metrics

  • Are people actually voting? High voter turnout usually means the community cares.
  • Do proposals get implemented, or just discussed?
  • How many people show up to events and actually participate?
  • Is treasury spending creating value, or just funding speculation?

Notable Examples

  • Uniswap + ENS: Human-readable domain names for Uniswap’s user interface.
  • Yearn + SushiSwap: Shared yield strategies and liquidity mining rewards.
  • Aave + Balancer: Combined liquidity for capital efficiency.

Technical Infrastructure Partnerships

Technical infrastructure and ecosystem partnerships involve strategic collaborations between blockchain protocols, infrastructure providers, and technical organizations to build comprehensive networks of services, enhance protocol capabilities, and ensure reliable operations. These partnerships span:

  • Protocol-level alliances (e.g., with Layer 1 or Layer 2 blockchains).
  • Service-level integrations (node providers, oracles, decentralized storage).
  • Ecosystem-building initiatives (joint developer tools, cross-chain bridges, interoperability standards).

What It Might Entail

  1. Collaborating with Layer 1 or Layer 2 blockchains, (e.g., Ethereum, Solana, Polygon, Arbitrum), to scale throughput, tap into existing user bases, or gain ecosystem grants.
  2. Partnering with decentralized finance (DeFi) & NFT platforms, (.,e.g. Uniswap, Aave, OpenSea, Blur), to integrate lending, trading, or NFT minting functionality.
  3. Working with wallet providers (e.g., MetaMask, Phantom, Trust Wallet) for seamless user onboarding and transaction management.
  4. Collaborating with node providers (e.g., Alchemy, Infura, QuickNode) for blockchain connectivity and reliability.
  5. Integrating oracles (e.g., Chainlink, Band Protocol) for reliable external data feeds.
  6. Using decentralized storage solutions (e.g., IPFS, Arweave, Filecoin) for secure and scalable data storage.
  7. Integrating APIs or SDKs from other projects to expand use cases and improve developer experience.
  8. Integrating with cross-chain solutions (e.g., Wormhole, LayerZero, Axelar) to enable asset transfers and interoperability across multiple chains.

Purpose & Benefits

  • Shared Resources & Network Effects: Why build everything yourself when you can plug into what works? Smart projects leverage existing infrastructure.
  • Scalability & Performance: No single blockchain can handle everything. Strategic partnerships
    let protocols split the load intelligently.
  • Innovation & Security: Conducting shared security audits, bug bounties, and protocol upgrades to maintain trust and reliability.
  • Developer-Friendly Tools: he easier you make it for developers to build, the more they’ll build. It’s that simple.Partnership-driven SDKs, APIs, and specialized infrastructure reduce complexity for third-party builders.
  • Enhanced Reliability & User Experience: Enterprise-grade node hosting, decentralized storage, and real-time oracles minimize downtime and improve data accuracy.
  • Cost Efficiency & Technical Expertise: Splitting overhead with specialized partners lowers barriers for smaller projects while maintaining high service quality.

Key Success Factors

  • Rigorous Security: Comprehensive audits and controlled rollouts
  • Aligned Incentives: Both sides need clear reasons to maintain the partnership.
  • Compatible Systems: Technical integration should be smooth. If it feels forced, it probably is.
  • Clear Documentation: Accessible technical resources

Success Metrics

  • Do transactions flow smoothly? (Volume & TVL growth)
  • Are people using the bridges? (Cross-chain activity)
  • Are developers building on top? (Ecosystem growth)
  • Does everything stay up? (Network Uptime & Latency)
  • Do users have fewer problems? (Error reduction)

Notable Examples

  • Aave + Curve:  They cracked efficient stablecoin lending by sharing liquidity and yield strategies.
  • Ethereum + Layer-2 Solutions (Arbitrum, Optimism, Polygon): Reducing congestion and scaling Ethereum’s dApp ecosystem.
  • Chainlink + DeFi Protocols:Chainlink oracles feed reliable price data into Aave, Synthetix, or other DeFi dApps.Ensuring accurate collateral valuations, liquidations, and staking rewards.
  • Alchemy + NFT Platforms: Reliable metadata handling

Marketing and Co-Branding Partnerships:

Marketing and co-branding partnerships in Web3 involve strategic collaborations between projects to amplify their market presence, share audiences, and create joint promotional initiatives that benefit both parties while optimizing marketing resources and reach.

What It Might Entail

  • Hackathons & Workshops: Co-hosting events with other Web3 or even Web2 organizations.
  • Collaborative Content: Collaborative blogs, whitepapers, and educational materials
  • Shared Sales and Marketing Efforts: Cross-promotional activities and social media initiatives
  • Brand Integrations: Shared features and product offerings

Purpose & Benefits

  • Expanded Market Reach: Access to partner’s audience
  • Resource Optimization: Marketing in crypto is expensive. Sharing costs makes sense, but only if both sides bring real value.
  • Enhanced Credibility: In Web3, you’re known by the company you keep. Good partnerships signal competence.
  • Ecosystem Growth: Combined community building efforts

Key Success Factors

  • Brand alignment and value compatibility
  • Clear campaign objectives and metrics
  • Coordinated messaging and timing
  • Professional execution of joint initiatives
  • Balanced resource contribution

Success Metrics

  • Are users doing more than just looking? (Campaign reach and engagement)
  • Do partnership activities drive actual product usage?
  • Is the community growing in quality, not just quantity?
  • Do events create lasting connections or just temporary buzz?
  • How does the market really feel about the partnership?(Brand Sentiment Analysis)

Notable Examples

  • LayerZero + Various Blockchain Projects: Enhance cross-chain communication.
  • Polygon + Meta: Instagram NFT integration.

Financial and Liquidity Partnerships

Financial and Liquidity partnerships provide the infrastructure and incentives needed to maintain deep liquidity, reduce volatility, and enable seamless financial operations,, which are crucial for a successful Web3 go-to-market strategy.

What It Might Entail

  • Market Making on CEXs/DEXs.
  • Liquidity Provision: Partnering with liquidity providers or market makers (e.g., Wintermute, GSR) to ensure deep liquidity.
  • Yield Farming and Staking: Launching programs to incentivize users to provide liquidity or stake tokens.
  • Fiat On/Off Ramps: Integrating with payment processors or stablecoin issuers (e.g., Circle, USDC) to enable fiat-crypto conversions.
  • Institutional Access: Collaborating with custody solutions (e.g., Fireblocks, BitGo) or OTC platforms for institutional participation.

Purpose & Benefits

  • Market Stability: Deep liquidity reduces slippage and price volatility.
  • Financial Operations: Enabling seamless trading, staking, and fiat conversions.
  • Institutional Trust: Big players need infrastructure they can trust with millions of dollars.
  • Trading Confidence: When users see deep liquidity, they trade more. It’s a self-reinforcing cycle.

Key Success Factors

  • Regulatory Compliance (especially for large-scale or institutional deals).
  • Sustainable Incentive structures to avoid unsustainable emissions.
  • Professional Market Makers ensuring balanced order books.

Success Metrics

  • Can users trade without moving the price?
  • Are institutional players actually participating?
  • Do yield farmers stick around after incentives decrease?
  • Is the protocol making or losing money on liquidity?
  • Can users from different countries actually access your token?

Notable Examples

  • Uniswap + Aave: Automated liquidation processes in DeFi.
  • Curve + Major Stablecoins: Deep liquidity for stablecoin trades.

Token or Incentive-Based Partnerships

Token and incentive-based partnerships leverage tokenomics and reward mechanisms —like airdrops, yield farming, or staking—to reward user participation and expand liquidity.

What It Might Entail

  • Token Swaps:Direct exchanges between protocol tokens
  • Shared Staking Programs:  Users stake tokens from multiple protocols together.
  • Collaborative Airdrops:  When protocols team up to distribute tokens together.
  • Cross-Protocol Rewards: Building reward systems that work across both protocols.

Purpose & Benefits

  • User Engagement & Retention : Money talks. Financial rewards keep users active
  • Liquidity Growth :  More participants mean deeper markets
  • Network Effects: When communities overlap, both grow.
  • Token Utility: New use cases emerge when tokens work together.

Key Success Factors

  • Balanced Tokenomics to avoid inflation or exploit risks.
  • Sustainable reward structures
  • Fair token distribution mechanisms
  • Clear economic models
  • Technical integration security

Success Metrics

  • Are more people holding both tokens?
  • Is there deeper liquidity in the trading pairs?
  • Are users staying engaged after the initial rewards?
  • Is the protocol revenue growing?

But perhaps the most important metric is whether the partnership creates genuine utility beyond just farming rewards.

Notable Examples

  • Uniswap’s Grants Program: Funding new tools and ideas in the Uniswap ecosystem.
  • Lido + Multiple L1s: Standardized liquid staking to increase user rewards.
  • Curve + Convex: Liquidity incentive collaboration

Strategic and Investment Partnerships

Strategic and investment Partnerships involve collaborations with venture capital firms, investment DAOs, incubators, or accelerators to secure funding, mentorship, and strategic support. 

What It Might Entail

  • Partner with venture capital firms or investment DAOs (e.g., Binance Labs, Outlier Ventures).
  • Collaborate with incubators or accelerators (e.g., Polygon Village, ConsenSys Academy) for mentorship and market access. 
  • Engage in equity or token-based deals for long-term alignment.

Purpose & Benefits

  • Funding: Access to capital for development, marketing, and scaling.
  • Mentorship: Guidance from experienced investors and advisors.
  • Market Access: Leveraging partners’ networks for user acquisition and partnerships.
  • Credibility: Gaining trust and recognition through association with reputable entities.

Key Success Factors

  • Clear alignment of financial incentives and strategic vision.
  • Access to investors, advisors, and business networks.
  • Transparent communication and governance frameworks.

Success Metrics

  • Did you secure the funding you need?
  • Are you hitting the milestones you promised?
  • Is the partnership delivering what was promised?
  • Are you reaching new users through partner networks?
  • Are you using resources efficiently or just burning cash?

Notable Examples

  • Polygon + Google Cloud: A multi-year alliance to drive Web3 adoption (also an infrastructure partnership).
  • Axie Infinity + Binance: Early listing and user onboarding helped Axie scale rapidly.

Educational and Developer Relations Partnerships

Educational and Developer Partnerships focus on engaging and onboarding developers, researchers, and end-users through educational initiatives, hackathons, and developer grants.

What It Might Entail

  • Hosting developer hackathons with a focus on project tools or platforms. 
  • Partner with educational platforms (e.g., Coursera or Udemy) for workshops or certification programs.
  •  Collaborate with universities or research institutions for blockchain development.
  • Providing grants to developers to build on your platform.

Purpose & Benefits

  • Developer Adoption: Attracting talented developers to build on your platform.
  • Innovation: Encouraging R&D and new use cases.
  • User Education: Reducing barriers to entry for non-technical users.

Key Success Factors

  • Quality educational content and resources: Clear documentation, tutorials, and sample code.
  • Attractive Incentives: Grants, prizes, or job opportunities.
  • Ongoing Developer Support (forums, Discord, office hours).

Success Metrics

  • Are developers shipping real projects?
  • Do hackathon projects survive after the event?
  • Are grants being used to build useful things?
  • Are developers contributing code back to your platform?
  • Do successful projects inspire more developers to join?

Notable Examples

  • Ethereum Foundation Grants: Supporting innovative Layer 2 solutions.
  • Solana Hackathons: They turned competitions into a talent pipeline, prompting rapid ecosystem growth.

Distribution and Exchange Partnerships 

Distribution and exchange partnerships are all about expanding your market reach. By collaborating with trading platforms, payment processors, and distribution channels, you can ensure your tokens, NFTs, and other digital assets are accessible to a broader audience. The goal is simple: make it easy for potential customers to find, trade, and interact with your assets.

What It Might Entail

  • Exchange Listings: Listing tokens on centralized exchanges (CEXs) (e.g., Binance, Coinbase) or decentralized exchanges (DEXs) (e.g., Uniswap, SushiSwap).
  • NFT Marketplace Integrations: Partnering with NFT platforms (e.g., OpenSea, Blur) for tokenized asset trading.
  • Payment Processor Integration: Working with Visa or stablecoin issuers to ease fiat on/off ramps.

Purpose & Benefits

  • Brand Exposure: Large exchanges and platforms often promote new listings so you gain exposure to a wider audience.
  • Market Access: More trading venues mean more ways for users to find you
  • Liquidity: Deeper markets mean better prices. Better prices attract more traders.
  • User Accessibility: The easier it is to buy your token, the more likely people are to try your product.
  • Geographic Expansion: Different exchanges dominate different regions. Strategic listings can open entire countries.
  • Revenue Streams:  Multiple trading venues create multiple income streams.

Key Success Factors

  • Strategic timing of listings (e.g., during token launches or major updates).
  • Partnerships with reputable exchanges or platforms.
  • Clear communication of the benefits of the partnership to users.

Success Metrics

  • Is trading volume growing sustainably?
  • Are new wallets actually using your product, or just trading?
  • Can users easily move from fiat to your token?

Notable Examples

Regulatory and legal partnerships ensure compliance with laws and help reduce legal risks by working with specialized advisors, compliance platforms, or government bodies.

What It Might Entail

  • Partnering with legal advisory firms specializing in blockchain and crypto.
  • Collaborating with compliance platforms (e.g., Chainalysis, Elliptic) for regulatory tools.
  • Engaging with government bodies or industry alliances to develop regulatory sandboxes.

Purpose & Benefits

  • Compliance: Ensuring adherence to local laws and regulations.
  • Trust: Big players won’t touch your protocol without proper compliance.
  • Risk Mitigation: Reducing legal and regulatory risks.

Key Success Factors

  • Comprehensive compliance frameworks
  • Regular audit schedules
  • Clear legal documentation
  • Proactive regulatory engagement
  • Industry standard adoption

Success Metrics

  • Are you passing audits the first time?
  • How quickly can you respond to regulatory inquiries?
  • Are institutional players comfortable with your compliance?
  • Has your risk profile actually improved?
  • Do your legal frameworks hold up in different jurisdictions?

Notable Examples

Influencer and Content Creator Partnerships

Influencer and content creator partnerships leverage the reach and credibility of established Web3 thought leaders, content creators, and community figures to build awareness, educate potential users, and drive adoption while creating authentic connections with target audiences.

What It Might Entail

  • NFT Drops with celebrity artists or recognized creators.
  • Live AMAs or tutorial series on social media platforms (YouTube, Twitter, or Twitch).
  • Co-branded campaigns with micro-influencers targeting niche audiences.
  • Aligning with content platforms (e.g., CoinDesk, Decrypt) for educational content.
  • Ambassadorship Programs

Purpose & Benefits

  • Rapid visibility & engagement
  • Social proof & community trust. The right influencers already have it.
  • Potential for viral growth if content resonates with mainstream audiences.

Key Success Factors

  • Authentic alignment between the influencer’s audience and the project’s mission.
  • Transparent compensation and disclosure to avoid community backlash.
  • Quality content & storytelling (not just hype).

Success Metrics

  • Are people engaging or just scrolling past?
  • Do referrals become active users?
  • What’s the community saying, not just in likes but in conversations?(Sentiment Analysis of Audience Feedback)

Notable Examples

  • BAYC + Influencers: Exclusive NFT drops that went viral.

Cross-Industry Collaborations

The hardest thing in Web3 isn’t the technology – it’s getting regular people to use it. That’s why partnerships between Web3 projects and traditional companies matter. 

Cross-industry collaborations (a.k.a. Enterprise and Traditional Brand Partnerships) bridge Web2 and Web3 by working with large corporations, gaming studios, or financial institutions to integrate blockchain solutions into mainstream markets.

What It Might Entail

  • Partnering with mainstream brands (e.g., Adidas, Nike) for NFT drops or loyalty programs.
  • Collaborating with gaming studios or financial institutions to integrate blockchain solutions.
  • Developing enterprise blockchain solutions for supply chain or payment systems.

Purpose & Benefits

  • New Users: Traditional brands can bring millions of non-crypto users into Web3. 
  • Real Credibility: When mainstream companies use your technology, others take notice.
  • Resource Access: Traditional infrastructure
  • Actual Utility: These partnerships force Web3 projects to build things regular people actually want to use..

Key Success Factors

  • Professional support structure (enterprise-grade SLAs, clear integration roadmap).
  • Brand alignment ensuring both parties’ reputations stay intact.One PR disaster can kill both sides. 

Success Metrics

  • Are regular people actually using the Web3 features?
  • Does the integration make money for both sides?
  • Are brands staying engaged after the initial launch?

Notable Examples

  • OpenSea + Luxury Brands, e.g. Dolce and Gabbana: Launched exclusive NFT collections, increasing marketplace activity.

Social Impact and Nonprofit Partnerships

Social impact and nonprofit partnerships align Web3 projects with social causes or nonprofit organizations to enhance reputation and attract socially conscious users.

What It Might Entail

  • Partnering with nonprofits (e.g., GiveDirectly) or DAOs focused on social impact.
  • Launching charitable initiatives or donation programs using blockchain technology.

Purpose & Benefits

  • Reputation: Building positive brand association and trust.
  • Community Goodwill: Attracting socially conscious users and investors.
  • Impact: Driving real-world change through blockchain solutions.

Key Success Factors

  • Clear Impact Metrics for donations or project outcomes.
  • Credible Nonprofit/NGO Partnerships
  • Clear social objectives
  • Sustainable Funding (long-term giving, not just one-offs).
  • Active community engagement and participation.

Success Metrics

  • Did you help real people in measurable ways?
  • Are donations growing or just spiking during promotions?
  • Does the community actively participate or just watch?
  • Can the program continue without constant fundraising?

Notable Examples

  • UNICEF Crypto Fund: They’re using blockchain to make aid delivery more transparent and efficient.

Data and Analytics Partnerships

Data and analytics partnerships involve collaborations with analytics platforms or on-chain data providers to gain real-time insights into user behavior, token movements, and overall market dynamics.

What It Might Entail

  • Partner with analytics platforms (e.g., Dune Analytics, Nansen, Glassnode) for real-time data insights. 
  • Collaborate with on-chain data providers (e.g., The Graph, Covalent).

Purpose & Benefits

  • Valuable Insights: Numbers without context are useless. Good analytics partners help you understand what the data actually means and help in refining web3 go-to-market strategies.
  • True Transparency: Anyone can claim their protocol is working. On-chain data proves it.
  • Better Decisions: When you can see how users actually behave (not just what they say), you build better products.
  • Early Warnings: Good data partners help you spot problems before they become crises.

Key Success Factors

  • Data Quality: Wrong data is worse than no data. It makes you confident about making bad decisions.
  • Clear Visualization: The best insights are useless if people can’t understand them.
  • Security first: Just because data is public doesn’t mean analysis should be careless. You need to have strong data security & privacy especially if handling sensitive user info.

Success Metrics

  • Can you predict user behavior better than before?
  • Are you catching problems earlier?
  • Do teams actually use the data to make decisions?
  • Is the investment in data paying for itself?

Notable Examples

  • Dune Analytics: real-time data insights for DeFi and NFT projects.
  • The Graph: On-chain data indexing for more efficient dApp queries.
  • Nansen: Market intelligence.

Gaming & Metaverse Partnerships

Gaming and metaverse partnerships focus on integrating blockchain into gaming ecosystems or virtual worlds to create immersive experiences and new revenue streams.

What It Might Entail

  • Partnering with gaming studios for blockchain-based rewards or NFTs.
  • Collaborations  with metaverse platforms e.g  Sandbox, Decentraland, or Roblox (if bridging Web2).
  • Gaming Guilds (e.g., Yield Guild Games) for scholarships and community-building.

Purpose & Benefits

  • Real Engagement: Gamers are the perfect Web3 users – they already understand virtual assets and economies.
  • Revenue Streams: New monetization opportunities through NFTs or tokens.
  • Innovation: Exploring new use cases for blockchain in gaming.

Key Success Factors

  • Seamless User Experience (low gas fees, easy wallets)
  • Clear Asset Utility & Economics (balanced token supply)
  • Strong Community Management around gaming lore or storyline

Success Metrics

  • Are people playing because it’s fun, or just to earn?
  • Do players stick around after token prices drop?
  • Is the game economy sustainable without constant new players?

Notable Examples

Hardware and IoT Partnerships

Crypto isn’t just software. Hardware and IoT partnerships integrate blockchain technology with physical devices, such as hardware wallets, sensors, or other IoT infrastructure.

What It Might Entail

  • Collaborating with hardware wallet providers (e.g., Ledger, Trezor).
  • Partnering with IoT companies exploring blockchain integration.
  • Payment Terminals( Crypto payment hardware)

Purpose & Benefits

  • Enhanced Security: Hardware-level protection
  • Physical Integration: Real-world connection
  • Functionality: New use cases for blockchain in IoT systems.
  • User Trust: Building confidence through secure hardware solutions.

Key Success Factors

  • Security protocol implementation
  • Hardware reliability
  • User experience simplicity
  • Manufacturing quality
  • Regulatory Compliance for hardware products in different regions.

Success Metrics

  • Are people actually using the devices?
  • How often do security incidents happen?
  • Does the hardware work reliably in the real world?
  • Are users finding it easy to use?

Notable Examples

  • Ledger + DeFi Protocols: Integrating hardware wallet security with DeFi dApps.
  • IoTeX + IoT Devices, e.g. Pebble Tracker: Pebble Tracker is a blockchain-powered device that captures real-world data, including location, climate, and motion, in real-time.Used in supply chain management, remote monitoring, and asset tracking.

Making Web3 Partnerships Work

At EAK Digital, we’ve seen how Web3 strategic partnerships and their go-to-market strategies can transform projects when done right. And we’ve also seen how they can fail when teams try to handle everything alone. Here’s what we’ve learned about making partnerships work:

  1. Identify Mutual Goals: Don’t chase partnerships just because they sound good. Both sides need to want the same future. Whether it’s user growth, liquidity expansion, or brand building, your goals need to match.
  2. Leverage Incentives & Co-Marketing:Token-based rewards, joint marketing campaigns, or cross-community events.
  3. Focus on Technical & UX Integration:  Users shouldn’t have to think about how protocols work together. Good technical integration feels natural. This means solid infrastructure, seamless onboarding, and serious security.
  4. Foster Long-Term Relationships: Go beyond one-off deals; maintain open dialogue and iterative improvements.
  5. Measure & Optimize: Track metrics that show real progress:  user acquisition, transaction volume, liquidity, or developer adoption etc.

Let’s be honest – managing all that is complex. You’re juggling technical integration, community management, marketing coordination, and more. So let us handle it for you. EAK’s experience across global public relations, community building, content creation, social media marketing/management, event management, influencer marketing, and go-to-market strategy means we can translate Web3’s complexity into something successful that makes sense to different audiences.

Every project is different. We’d like to understand yours. Contact us to discuss how we can help develop your Web3 go-to-market strategy and make your Web3 partnerships succeed.

Resources

Web3 Partnerships for Go-to-market Success

January 27, 2025
19 minutes read

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Web3 Partnerships for Go-to-market Success

Web3 Partnerships for Go-to-market Success

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