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In a significant development, Kraken has revealed a collaboration with a notable English Premier League soccer club, Tottenham Hotspur, becoming the club’s inaugural official cryptocurrency and Web3 partner.
This strategic partnership is designed to boost fan interaction and raise awareness about cryptocurrency among soccer fans.
Kraken and Tottenham Hotspur Unveil Strategic Partnership
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
Prepare for a transformative partnership!
— Tottenham Hotspur (@SpursOfficial) July 16, 2024
On July 16, Kraken, a leading cryptocurrency exchange, announced a global brand partnership with Tottenham Hotspur, set to commence ahead of the 2024/25 soccer season. This collaboration seeks to close the knowledge gap between soccer fans and the cryptocurrency sector.
As part of this agreement, Kraken will serve as the official sleeve partner for both the men’s and women’s teams, representing a notable step in merging cryptocurrency with mainstream sports.
This marks Tottenham’s second venture into the crypto realm; in September 2023, the club introduced its own Web3 fan token, the SPURS token, via Socios.com, a fan engagement platform on the Chiliz blockchain that has drawn over 80 major sports teams worldwide.
Ryan Norys, Tottenham Hotspur’s Chief Revenue Officer, underscored the club’s dedication to innovation, expressing enthusiasm about the prospects this partnership with Kraken will offer fans through various events and experiences. Norys stated,
“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.”
Additionally, throughout the partnership, Kraken will connect 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 enhances fans’ comprehension of cryptocurrency and illustrates how the technology can strengthen their bond with the sport.
Mayur Gupta, Kraken’s Chief Marketing Officer, emphasized the shared enthusiasm between football supporters and the crypto community.
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Gupta remarked,
“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 this partnership, Kraken will also extend its involvement in motorsport by becoming the Official Crypto and Web3 Partner of F1 Drive London, an engaging karting experience situated at the Tottenham Hotspur Stadium.
This initiative will feature interactive competitions to captivate fans interested in both sports and finance.
Kraken is among the world’s most established cryptocurrency platforms. The exchange has built strong foundations in the UK, employing over 350 local team members and serving a client base of more than 13 million globally.
The collaboration between Kraken and Tottenham Hotspur reflects a wider trend of increasing cryptocurrency participation in the sports sector.
On May 29, Cristiano Ronaldo expanded his footprint in the Web3 arena by launching a new non-fungible token (NFT) collection with Binance.
This collection, “Forever Worldwide: The Road to Saudi Arabia,” celebrates Ronaldo’s career milestones and exemplifies the growing convergence of sports and digital assets.
This development follows Kraken’s plans to secure over $100 million in a final funding round prior to potentially going public in 2025. According to sources familiar with the situation, this pre-IPO funding round aims to strengthen Kraken’s financial standing amid a market upswing.
The company plans to finalize this funding round by the end of the year and is looking for a prominent company to join its board to facilitate a successful IPO.
Kraken’s IPO ambitions have faced delays due to previous downturns in the crypto market and ongoing disputes with the Securities and Exchange Commission (SEC). Last year, Kraken resolved one case with the SEC but remains entangled in ongoing litigation.
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