Kraken signs sleeve deal with Tottenham Hotspur F.C. 

Cryptocurrency exchange Kraken has announced a significant partnership with Tottenham Hotspur as the English football club’s Official Crypto and Web3 Partner.

As part of this multi-season agreement, Kraken will become the Official Sleeve Partner of all Tottenham Hotspur Men’s and Women’s teams from the 2024/2025 season.

The partnership aims to combine the forward-thinking visions of both parties by using advanced technologies to enhance the fan experience and expand football fans’ understanding of crypto. The partnership marks another milestone in Kraken’s global marketing strategy, which recently saw the company collaborate with Atletico de Madrid in Spain’s La Liga.

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Kraken and Tottenham Hotspur plan to engage the club’s global fan base through exclusive content, fan pop-ups and behind-the-scenes access to both their own and the club’s events. By combining crypto education and Web3 technology, Kraken aims to create unforgettable experiences that deepen fans’ connection to the sport and the team.

While financial details of Kraken’s deal with Tottenham were not disclosed, it aligns with the company’s ambitious plans to raise $100 million in funding by the end of the year ahead of a potential initial public offering (IPO).

The announcement comes after reigning Premier League champions Manchester City announced OKX as their new kit partner as part of a new multi-year agreement with the cryptocurrency exchange.