Kraken Secures Major Partnership with English Premier League Side Tottenham Hotspur

Popular cryptocurrency exchange Kraken revealed Tuesday that it has partnered with Tottenham Hotspur, an English Premier League (EPL) side. The new partnership will see Kraken become the club’s first crypto and Web3 partner, while the club’s male and female teams will wear a sleeve promoting the Kraken brand for the upcoming 2024/2025 EPL season.

The new partnership could help drive crypto adoption. Tottenham is estimated to have around 180 million fans worldwide and 530 official supporter clubs. The club’s stadium has a total capacity of 62,850 people, many of whom will now learn about cryptocurrencies on every matchday.

We’re now the Official Crypto & Web3 partner and sleeve partner of @SpursOfficial 🌟⚽️

Get ready for a game-changing partnership, on and off the pitch! #COYS pic.twitter.com/c44wOcKJgd

— Kraken Exchange (@krakenfx) July 16, 2024

Kraken plans to leverage “exclusive content as well as fan pop-ups,” among other methods, to drive the Spurs fanbase towards crypto and Web3. The exchange already boasts a reported 10 million users and will look to improve this number with its ongoing foray into the sporting world.

Recall that last week, Kraken also announced a partnership with the widely followed Spanish soccer side Atletico de Madrid. That separate partnership has dynamics similar to those of the Spurs deal, even though the cost and duration of the partnership remain largely undisclosed.

Crypto Seeks Exposure to New Audiences

Kraken’s latest partnership deal follows a pattern among crypto-native companies to onboard more people to the emerging industry. Unsurprisingly, the sporting world comes in as a major comes across as a fertile marketing community, given the broad communities assembled at sporting events.

CoinTab reported in a related development earlier this month that Winklevoss twins-owned Gemini sealed a five-year deal with UK side Bedford. Owned by Bitcoiner Peter McCommarck, the sponsorship deal is paid in Bitcoin and has helped propel the club to new heights in recent times.