On July 16, Kraken, a centralized cryptocurrency exchange, announced a global brand partnership with Tottenham Hotspur football club.

The exchange will become the first official crypto and Web3 partner, as well as the official sleeve partner, for both the men's and women's teams.

This partnership aims to enhance the fan experience and bridge the knowledge gap between fans and cryptocurrency.

In a written Q&A with Cointelegraph, Mayur Gupta, Kraken’s chief marketing officer, highlighted the growing popularity of crypto in the United Kingdom:

“As with anything we do, this partnership is focused on our Mission – accelerating the global adoption of crypto so that everyone can achieve true financial freedom and inclusion.”

Ryan Norys, Tottenham Hotspur’s chief revenue officer, mentioned that the club aims to “drive innovation” with Kraken, describing the exchange as “a true leader in its field.”

Gupta further explained that both the club’s supporters and the crypto community share a “passion for what they believe in,” stating:

“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.”

The integration of crypto in the football industry is accelerating, with clubs increasingly using cryptocurrencies and NFTs to boost fan engagement.

Recently, Jesse Powell, Kraken's co-founder, announced in an X post that he donated $1 million to former United States President Donald Trump’s 2024 presidential campaign.

The donation, primarily in Ether, was made in support of Trump’s pro-crypto policies and his position as “the only pro-crypto major party candidate.”

Sources:

https://cointelegraph.com/news/kraken-partners-tottenham-hotspur-football-club

https://blog.kraken.com/news/kraken-partners-with-tottenham-hotspur-football-club-to-innovate-the-fan-experience