Kraken Becomes First Official Crypto Partner of Tottenham Hotspur

Kraken, a leading cryptocurrency exchange, has announced a groundbreaking partnership with Tottenham Hotspur, a major English Premier League soccer club.

This collaboration makes Kraken the first official cryptocurrency and Web3 partner of Tottenham Hotspur, aiming to boost fan engagement and spread awareness about cryptocurrency among soccer fans.

Introducing @krakenfx – the Club’s first-ever Official Crypto and Web3 Partner, and the Official Sleeve Partner for our Men’s and Women’s teams 👕

Get ready for a game-changing partnership!

— Tottenham Hotspur (@SpursOfficial) July 16, 2024

This global brand collaboration was unveiled on July 16, 2024, and it is scheduled to start before to the 2024–2025 soccer season. An important step toward the mainstreaming of cryptocurrencies in sports is the announcement that Kraken will be the official sleeve partner for both the men’s and women’s teams at Tottenham. Tottenham has already ventured into the cryptocurrency space with the creation of their own Web3 fan token, SPURS, via Socios.com on the Chiliz network in September 2023.

Chief Revenue Officer Ryan Norys of Tottenham Hotspur emphasized the team’s commitment to innovation and expressed enthusiasm about the collaboration with Kraken. He stated that the club hopes to use this partnership to provide supporters a range of interesting events and experiences.

Kraken intends to engage the global fan base of Tottenham by providing behind-the-scenes access, fan events, and exclusive information. The purpose of this project is to raise fans’ awareness of cryptocurrencies and demonstrate how they can strengthen their bond with soccer. Chief Marketing Officer of Kraken, Mayur Gupta, highlighted the enthusiasm that the football community and the cryptocurrency community share, saying that Kraken aims to make cryptocurrency as approachable as football. 

Kraken's CMO Mayur Gupta shared their enthusiasm for partnering with Atlético de Madrid, emphasizing the club's commitment to process and excellence.

Gupta highlighted Kraken's 13-year journey to becoming a trusted crypto platform.

Atlético's COO Óscar Mayo praised the… pic.twitter.com/30cjUYcSKZ

— Crypto Town Hall (@Crypto_TownHall) July 12, 2024

Kraken will be the Official Crypto and Web3 Partner of F1 Drive London, an immersive karting experience at Tottenham Hotspur Stadium, in addition to their soccer collaboration. Interactive competitions will be a part of this to attract sports and finance enthusiasts.

With more than 13 million customers worldwide and a significant local team of over 350, Kraken is one of the oldest cryptocurrency platforms in the world. This collaboration is a part of a larger movement in sports to increase cryptocurrency use. To better connect sports and digital assets, Cristiano Ronaldo, for instance, recently introduced a new non-fungible token (NFT) collection with Binance.

In addition, Kraken wants to raise a total of $100 million in a last financing round before maybe going public in 2025. In the midst of a market upswing, this investment round seeks to bolster Kraken’s financial situation. In order to support a successful IPO, the company is aiming to add a well-known company to its board and plans to finish this round by the end of the year. Kraken is proceeding with its ambitions for an initial public offering (IPO) despite prior setbacks brought on by market downturns and legal battles.