Spurs Agree New Sleeve Deal
Tottenham Hotspur has penned a new sleeve partnership with cryptocurrency exchange Kraken.
Taking effect from the 2024/25 season, the deal will see the company’s logo feature on Spurs’ men’s and women’s team kits.
Online car retailer cinch has served as Spurs’ sleeve sponsor for the last three seasons, after partnering with the club in 2021.
As per the new agreement, Kraken also receives designation as the club’s first ever crypto and Web3 partner.
The partnership marks the company’s latest foray into football, after becoming the principal shirt sponsor of Spanish football giant Atletico Madrid earlier this month.
Kraken will also serve as the crypto and Web3 partner of F1 Drive, the karting experience located underneath Tottenham Hotspur Stadium.
Although the crypto company’s logo will feature on the club’s playing kits, it will not appear on Spurs’ retail inventory for the 2024/25 campaign.
In the buildup to next season, Spurs have also inked a training wear deal with gambling company BetMGM, which replaced Trivago.
“Spurs supporters and the crypto community both have an undeterred and relentless passion for what they believe in,” said Mayur Gupta, Chief Marketing Officer at Kraken.
“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.”
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