Kraken Announces Partnership with Tottenham Hotspur

On July 16, cryptocurrency exchange Kraken announced a global partnership with Tottenham Hotspur Football Club, set to roll out before the 2024/25 season. The goal of this collaboration is to bridge the knowledge gap between football fans and the world of cryptocurrency.

Under the agreement, Kraken will become the official partner featured on the sleeves of both the men’s and women’s teams, marking a significant step in integrating cryptocurrency with mainstream sports.

This is not Tottenham’s first venture into the crypto space. In September 2023, the club launched its own Web3 fan token, SPURS token, through the Socios.com platform on the Chiliz blockchain, a platform that has attracted over 80 major sports teams globally.

Ryan Norys, Chief Revenue Officer of Tottenham Hotspur, emphasized the club’s commitment to innovation and expressed excitement about the opportunities the partnership with Kraken will bring to fans through various events and experiences. He shared:

As a club always looking to innovate in everything we do, we are thrilled to partner with Kraken – a pioneering brand and leader in their field, recognized in the Web3 space for their focus on educating about the crypto ecosystem. We look forward to offering our fans many exciting events and experiences throughout the partnership.

Throughout the collaboration, Kraken will engage with Tottenham’s global fanbase through exclusive content, pop-up events, and behind-the-scenes access to Kraken and Tottenham Hotspur events.

This initiative not only enhances fans’ understanding of cryptocurrency but also demonstrates how technology can deepen their connection to the sport.

Mayur Gupta, Chief Marketing Officer of Kraken, highlighted the shared passion between football supporters and the crypto community. He stated:

Kraken believes that cryptocurrency, like football, should be accessible to everyone. We are excited to partner with Tottenham Hotspur to bring this inclusive financial technology to a wide audience of football fans.

Beyond football, Kraken will also become the Official Cryptocurrency and Web3 Partner of F1 Drive London, a kart racing experience located at the Tottenham Hotspur Stadium.

This partnership is part of the growing trend of cryptocurrency involvement in the sports industry. A recent example is Cristiano Ronaldo’s launch of a new NFT collection with Binance on May 29.

Meanwhile, Kraken is planning to raise over $100 million in a final funding round before potentially going public in 2025. The company aims to complete this funding round by the end of the year and is seeking a prominent company to join the board of directors to support a successful IPO.