Kraken and Tottenham Hotspur Announce Strategic Partnership
In a groundbreaking move, Kraken has announced a partnership with a prominent English Premier League soccer club, Tottenham Hotspur, becoming the club’s first official cryptocurrency and Web3 partner. This strategic alliance aims to enhance fan engagement and increase awareness about cryptocurrency among soccer enthusiasts.
Official Sleeve Partner for Men’s and Women’s Teams
Kraken, a prominent cryptocurrency exchange, unveiled a global brand partnership with Tottenham Hotspur on July 16, set to launch ahead of the 2024/25 soccer season. This collaboration aims to bridge the knowledge gap between soccer fans and the crypto world. Under this agreement, Kraken will become the official sleeve partner for both the men’s and women’s teams, marking a significant milestone in integrating cryptocurrency with mainstream sports.
This isn’t Tottenham’s first foray into the crypto space; in September 2023, the club launched its own Web3 fan token, the SPURS token, through Socios.com, a fan engagement platform on the Chiliz blockchain that has attracted over 80 major sports teams globally.
Fan Engagement and Exclusive Content
Ryan Norys, Tottenham Hotspur’s Chief Revenue Officer, emphasized the club’s commitment to innovation, expressing excitement about the opportunities this partnership with Kraken will bring fans through various events and experiences. Norys 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”.
Throughout the partnership, Kraken will engage with Tottenham’s global fan base through exclusive content, fan pop-ups, and behind-the-scenes access to Kraken and Tottenham Hotspur events. This initiative advances fans’ understanding of cryptocurrency and demonstrates how the technology can deepen their connection to the sport.
Kraken’s Vision and Community Connection
Mayur Gupta, Kraken’s Chief Marketing Officer, highlighted the passion shared by football supporters and the crypto community. Gupta stated,
“Kraken has a vision that crypto, like football, should be accessible to everyone. We’re thrilled to partner with Tottenham Hotspur to bring this inclusive financial technology to a larger audience of football fans.”
Commitment to Education and Innovation With and Beyond Soccer
With the partnership, Kraken will extend its connection to motorsport by becoming the Official Crypto and Web3 Partner of F1 Drive London, an immersive karting experience located at the Tottenham Hotspur Stadium. This initiative will include interactive competitions to engage fans interested in both sports and finance.
Kraken is one of the world’s longest-standing cryptocurrency platforms. The exchange has established deep roots in the UK, with over 350 local team members and a client base of over 13 million globally. The partnership between Kraken and Tottenham Hotspur is part of a broader trend of increasing cryptocurrency involvement in the sports industry.
Broader Trends in Crypto and Sports
On May 29, Cristiano Ronaldo expanded his presence in the Web3 space by launching a new non-fungible token (NFT) collection with Binance. This collection, “Forever Worldwide: The Road to Saudi Arabia,” commemorates Ronaldo’s career highlights and exemplifies the growing intersection of sports and digital assets.
This development follows Kraken’s plans to raise over $100 million in a final funding round before potentially going public in 2025. According to sources familiar with the matter, this pre-IPO funding round aims to boost Kraken’s financial position amid a market rally. The company intends to complete this funding round by the end of the year and is seeking a prominent company to join its board to assist with a successful IPO.
Kraken’s IPO plans have been delayed by previous crypto market downturns and disputes with the Securities and Exchange Commission (SEC). Last year, Kraken settled one case with the SEC but remains involved in ongoing litigation.
