Tottenham Hotspur partners with Crypto Platform Kraken

Tottenham Hotspur has today announced a global brand partnership with Kraken. Ahead of the 2024/25 season, Kraken will become the Club’s first-ever Official Crypto and Web3 Partner, and the Official Sleeve Partner for our Men’s and Women’s teams.

Founded in 2011, Kraken is one of the world’s longest-standing crypto platforms. Inspired by a mission to accelerate the global adoption of crypto, Kraken empowers clients to confidently learn about the emerging crypto ecosystem. In the UK, Kraken has deep and established roots after consistently investing resources to grow its local team, which now has over 350 people. Kraken has also become one of the largest UK-registered crypto platforms, and has over 13 million clients globally accessing the crypto markets through its consumer and pro mobile apps, and a state-of-the-art trading platform.

Both Spurs and Kraken share a forward-thinking vision for how cutting-edge technologies can be leveraged to push boundaries and enhance the fan experience. The partnership will focus on advancing football fans' understanding about crypto and how the technology can be applied to deepen connections to the sport.

Throughout this partnership, Kraken will engage with the Club’s global fan base through exclusive content, fan pop-ups, and provide behind-the-scenes access to both Kraken and Tottenham Hotspur events.

Ryan Norys, Chief Revenue Officer, Tottenham Hotspur, said: “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, recognised throughout the web3 industry for its emphasis on education around the crypto ecosystem. We look forward to bringing our fans a range of exciting events and experiences throughout the course of the partnership.”

“Spurs supporters and the crypto community both have an undeterred and relentless passion for what they believe in,” said Mayur Gupta, Kraken’s Chief Marketing Officer. “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.”

Kraken will also boost its connection to F1 by becoming the Official Crypto and Web3 Partner of F1 DRIVE - London, a first-of-its-kind immersive karting experience that sits below the iconic South Stand of the Tottenham Hotspur Stadium. Both Tottenham Hotspur and Kraken will host interactive competitions to further engage fans who are interested in sports and finance.

For more information about the partnership and upcoming fan experiences, please visit Kraken’s dedicated partnership landing page. 

For the 2024/25 season, all of our kits will be sold without the sleeve partner logo. This is excluded from retail inventory for the coming season.