In a significant move, Kraken has announced a partnership with Tottenham Hotspur, the prestigious English Premier League soccer club, making Kraken the club’s first official cryptocurrency and Web3 partner. The collaboration is aimed at boosting fan engagement and raising awareness about cryptocurrency among soccer enthusiasts. This strategic alliance marks a milestone in integrating cryptocurrency with mainstream sports, with Kraken set to become the official sleeve partner for both the men’s and women’s teams. The partnership is set to launch ahead of the 2024/25 soccer season, with a focus on bridging the knowledge gap between soccer fans and the crypto world.
Tottenham Hotspur has been active in the crypto space, having launched their own Web3 fan token, the SPURS token, in September 2023 through Socios.com. The club’s Chief Revenue Officer, Ryan Norys, expressed excitement about the partnership with Kraken, highlighting the club’s commitment to innovation. This collaboration with Kraken will bring fans a range of exciting events and experiences, further enhancing their connection to the sport. Through exclusive content, fan pop-ups, and behind-the-scenes access to events, Kraken will engage with Tottenham’s global fan base to deepen their understanding of cryptocurrency.
Kraken, a leading cryptocurrency exchange, has a vision of making crypto accessible to everyone, similar to the accessibility of football. The company’s Chief Marketing Officer, Mayur Gupta, emphasized the shared passion between football supporters and the crypto community. The partnership with Tottenham Hotspur presents an opportunity to bring inclusive financial technology to a larger audience of football fans, further advancing their understanding of cryptocurrency. In addition to engaging with Tottenham’s fan base, Kraken will extend its involvement in motorsport by becoming the Official Crypto and Web3 Partner of F1 Drive London, an immersive karting experience located at the Tottenham Hotspur Stadium.
The partnership between Kraken and Tottenham Hotspur is part of a broader trend of increasing cryptocurrency involvement in the sports industry. Cristiano Ronaldo recently launched a new NFT collection with Binance, showcasing the growing intersection of sports and digital assets. Furthermore, Kraken is planning to raise over $100 million in a final funding round to potentially go public in 2025. This funding round aims to bolster Kraken’s financial position amidst a market rally, with the company looking to onboard a prominent company to join its board to facilitate a successful IPO. Despite previous disputes with the SEC, Kraken is forging ahead with its plans for an IPO, leveraging opportunities in the crypto market to drive innovation and growth.
