Tottenham Hotspur has officially entered into a global brand partnership with Kraken, a leading cryptocurrency exchange. This multi-faceted collaboration designates Kraken as the Club’s first-ever Official Crypto and Web3 Partner. Additionally, Kraken will feature as the Official Sleeve Partner for both the Men’s and Women’s teams for the upcoming season.
This strategic alliance unites two forward-thinking organizations with a shared vision for leveraging innovative technology. The core mission is to enhance fan engagement and push the boundaries of how supporters interact with the club they love.
Introducing Kraken: A Leader in the Crypto Space
Founded in 2011, Kraken stands as one of the world's longest-standing and most trusted cryptocurrency platforms. Its core mission is to accelerate the global adoption of cryptocurrency by providing a secure and educational environment for its users.
With a significant and growing presence in the UK, Kraken has invested heavily in its local team, which now boasts over 350 employees. The platform serves over 13 million clients worldwide, offering access to crypto markets through user-friendly mobile apps and a sophisticated, state-of-the-art trading platform designed for both beginners and professional traders.
A Shared Vision for Innovation and Fan Engagement
The partnership is built on a mutual commitment to innovation. Both Tottenham Hotspur and Kraken believe in the power of cutting-edge technologies to create more immersive and rewarding experiences for a global audience.
The collaboration will focus on educating football fans about cryptocurrency and Web3 technologies. The goal is to demystify the crypto ecosystem and demonstrate its practical applications in deepening fan connections to the sport. This initiative aims to bridge the worlds of sports and finance, making new technologies more accessible to everyone.
Key Initiatives and Fan Experiences
Throughout the season, fans can expect a variety of exclusive activities and content designed to bring them closer to the action. Kraken will engage with the Club’s massive global fan base through several key channels:
- Exclusive Digital Content: Educational materials and behind-the-scenes access.
- Interactive Fan Pop-Ups: Physical and virtual events for community building.
- Unique Experiences: Special access to exclusive Tottenham Hotspur and Kraken events.
These initiatives are designed to reward fan passion and provide unique value beyond the traditional matchday experience.
Executive Perspectives on the Partnership
Senior leaders from both organizations expressed great enthusiasm for the collaboration and its potential.
Ryan Norys, Chief Revenue Officer at Tottenham Hotspur, 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... We look forward to bringing our fans a range of exciting events and experiences throughout the course of the partnership.”
Echoing this sentiment, Mayur Gupta, Kraken’s Chief Marketing Officer, said: “Spurs supporters and the crypto community both have an undeterred and relentless passion for what they believe in... Kraken has a vision that crypto, like football, should be accessible to everyone. We’re therefore thrilled to partner with Tottenham Hotspur to bring this inclusive financial technology to a larger audience of football fans.”
Expanding the Partnership to F1 DRIVE - London
The partnership extends beyond the pitch to the fast-paced world of Formula 1. Kraken will also become the Official Crypto and Web3 Partner of F1 DRIVE - London. This innovative, immersive karting experience is located beneath the iconic South Stand of the Tottenham Hotspur Stadium.
This extension of the partnership will see both entities host interactive competitions and engagements, further merging the interests of sports fans and those curious about the future of finance. It’s a perfect synergy of speed, technology, and community.
To discover more about the innovative projects emerging from this collaboration, you can explore more partnership strategies here.
Important Note for Retail Kits
For the 2024/25 season, it is important for fans to note that all official Tottenham Hotspur kits sold at retail will be produced without the Kraken sleeve partner logo. This branding will be visible on the match-worn shirts but is excluded from all retail inventory for the coming season.
Frequently Asked Questions
What is the nature of Tottenham Hotspur's new partnership?
Tottenham Hotspur has named Kraken its first-ever Official Crypto and Web3 Partner. Kraken will also be the Official Sleeve Partner for both the Men’s and Women’s teams for the 2024/25 season.
How will this partnership benefit fans?
The partnership is designed to enhance fan experience through exclusive content, educational resources about cryptocurrency, fan pop-up events, and behind-the-scenes access to special events hosted by both the club and Kraken.
Will the Kraken logo appear on shirts I can buy?
No. For the 2024/25 season, all retail versions of the Tottenham Hotspur kits will be sold without the Kraken sleeve partner logo. The logo will only appear on the shirts worn by the players during matches.
Is Kraken also involved with other ventures at the stadium?
Yes, the partnership extends to F1 DRIVE - London, the immersive karting experience under the stadium. Kraken is also its Official Crypto and Web3 Partner, with plans for interactive fan competitions.
What is Web3 and how does it relate to football?
Web3 refers to a new iteration of the internet based on blockchain technology, featuring concepts like decentralization and token-based economics. In football, it can be used to create unique digital collectibles, enhance fan voting rights, and offer new forms of immersive engagement.
Where can I learn more about crypto platforms?
For those new to the space, many reputable platforms offer extensive educational resources to help users understand blockchain technology and digital assets. You can view real-time tools and resources to begin your learning journey.