Tottenham Hotspur, of English soccer’s top-tier Premier League, have brought in cryptocurrency exchange platform Kraken as their new sleeve sponsor.
Through a global brand deal unveiled yesterday (July 16), Kraken becomes the club’s first official crypto and web3 partner, entailing sleeve sponsorship rights for both the men’s and women’s first teams.
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Aside from the sleeve sponsorship, the crypto brand will activate through “exclusive content, fan pop-ups, and … behind-the-scenes access,” to Kraken and Spurs events.
In addition, Kraken becomes the official crypto and web3 partner of the F1 Drive go-karting experience housed below the Tottenham Hotspur Stadium run by motor racing’s Formula 1.
Kraken, based in the US and founded in 2011, replaces Cinch, the online car sales platform, as the official Tottenham sleeve sponsor.
Cinch struck a deal with the club in January 2021, expiring at the end of 2023-24. That agreement was estimated by GlobalData Sport as being worth $35 million in total.
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By GlobalDataAside from its tie-up with the London soccer club, Kraken has a deal with F1 outfit Williams Racing, announced last March.
Spurs recently brought on board BetMGM. The brand has become the men’s and women’s teams’ betting partner, and the official front-of-training-wear partner for the men’s side.
Other significant sponsors include front-of-shirt (men’s team) partner AIA, and kit provider NIKE.
Spurs finished fifth last season and will get their 2024-25 campaign underway on August 19, against Leicester City.
Elsewhere in the Premier League, newly-promoted Southampton have extended their commercial tie-up with UK-based electricity and gas supplier Utilita.
Utilita has had a relationship with Southampton (who secured promotion from the second-tier Championship in May) since 2017 and will stay on as the club’s official energy partner for the next two seasons. Its logo will continue to appear on the front of the junior teams’ shirts.
The deal also sees Utilita become the south coast club’s sustainability partner.
Earlier this week, Southampton brought in cryptocurrency casino Rollbit as their front-of-shirt partner.
The south coast team becomes Rollbit’s first EPL club partner, and the brand’s logo will adorn the front and center of the first team’s kit throughout 2024-25.
Southampton’s stable of main commercial partners also includes Puma and Starling Bank.
Elsewhere, Wolverhampton Wanderers have partnered with Neo, the foreign exchange company ahead of the new season.
The firm will become the club’s official foreign currency exchange partner.
As part of this deal, Neo will handle the club’s FX and multi-currency transfer payments. This partnership represents Neo’s entry into sports and its first partnership with a European soccer club.
Wolves recently unveiled nascent sportswear brand Sudu as their new kit supplier.
The Midlands club also revealed a new partnership with sports betting company the LeoVegas Group last month, whose BetMGM brand will become the official European betting partner in a multi-year deal.
