Coastward is a Canadian Melee and Project M Ganondorf main from Ontario, Canada, who is sponsored by FAKKU!. Prior to this sponsorship, he was a member of Even Matchup Gaming, a Toronto crew. He is otherwise known for his unfortunate fist bump denial during McSmashter 4, which was caught on stream.
Coastward, as part of a joke with his friends, decided to excessively tweet and message FAKKU!, a hentai site, to sponsor him. Unexpectedly, FAKKU! later sponsored him after his persistence made an impact. They noted in a later tweet, "Your hard work and dedication shows us what it means to be a real man," and it became confirmed that he had officially been sponsored and would be given merchandise as well as other gratuities. This was seen as a controversy in both the Reddit and Smashboards communities. Many smashers and non-smashers had issues with the sponsorship, seeing that smash is targeted at all ages and FAKKU! was not deemed appropriate for younger players. Due to the e-sports mentality of the smash community, this was seen as a step back from gaining any further Nintendo sponsorship or involvement in the competitive smash scene.
The Smashboards interview on his sponsorship was edited by AlphaZealot, the head of Smashboards, to remove links to the aforementioned website/twitter. The Reddit post about the sponsorship was originally deleted as rule 7A prohibits NSFW (Not Safe for Work) content but was later permitted. These posts also attracted a lot of attention and led to other smashers to further look for sponsorships that were not as suited for kids, such as Lucky's attempt (albeit unsuccessful) to be sponsored by Stone Brewing. Despite Bizzarro Flame's sponsorship by the adult film site YouPorn, Bizzarro's actions were not influenced by those of Coastward's.