Tottenham Hotspur has announced a global brand partnership with Kraken, set to begin ahead of the 2024/25 season. Kraken will serve as the Club’s first Official Crypto and Web3 Partner. Additionally, it will be the Official Sleeve Partner for both the Men’s and Women’s teams.

Partnership Enhances Fan Experience

The partnership aims to enhance the understanding of cryptocurrency among football fans. Both Tottenham Hotspur and Kraken plan to use innovative technologies to improve the fan experience.

Kraken will engage with the Club’s global fan base by offering exclusive content, hosting fan events, and providing behind-the-scenes access to activities involving both organizations.

Bivu Das, Kraken's UK Managing Director, commented on the news: “Partnering with Tottenham is about taking this technology another step forward, and bridging knowledge gaps that hold some football fans back from getting involved in the crypto ecosystem."

"As a mission-driven crypto exchange , we’re laser-focussed on spurring crypto adoption and empowering more people to achieve financial freedom through digital assets.”

Meanwhile, Kraken has announced a partnership with Atlético de Madrid, making it the Official Crypto and Web3 Partner of the Spanish football club. Starting in the 2024 season, Kraken will also serve as the Official Sleeve Partner for all men's and women's football shirts of Atlético de Madrid, as Finance Magnates reported.

Kraken Expands to F1

In addition to its relationship with Tottenham Hotspur, Kraken will enhance its presence in Formula 1 by becoming the Official Crypto and Web3 Partner of F1 DRIVE - London. Together, Tottenham Hotspur and Kraken will also organize interactive competitions to engage fans interested in sports and finance.

Ryan Norys, Chief Revenue Officer, Tottenham Hotspur, said: “As a Club that aims to drive innovation in everything we do, we are delighted to partner with yet another forward-thinking brand in Kraken – a true leader in its field, recognised throughout the web3 industry for its emphasis on education around the crypto ecosystem. We look forward to bringing our fans a range of exciting events and experiences throughout the course of the partnership.”