Spurs announce new shirt sponsorship deal as club strike Kraken agreement

Tottenham Hotspur have confirmed Kraken as the official sleeve partner for both the club’s men’s and women’s teams from the start of the 2024/25 season. Kraken, who were founded in 2011 and are one of the world’s longest-standing crypto platforms, also become Spurs’ first-ever official crypto and Web3 partner.

football.london understands that it is a three-year deal that has been agreed between Tottenham and their new global brand partner. football.london reported last week that the club were in advanced negotiations over a huge new matchday shirt sleeve sponsorship. Tottenham’s previous shirt sleeve partnership with Cinch, which was signed in 2021, was meant to last five years but the online car-selling company is believed to have exercised an early exit option as it pulls back on its sponsorship commitments, having done the same with its Scottish Premiership Football League deal.

That early exit has benefited Tottenham as a result, with football.london reporting last Tuesday that the club made the most of rising sponsorship valuations and were in advanced talks to agree a matchday shirt sleeve deal with a new partner that will dwarf the £10million a year they were getting from the Cinch deal. After agreeing on terms with Kraken to become their new sponsor ahead of the upcoming 2024/25 season, Spurs, earlier this month, also announced a new three-year training wear sponsorship deal with BetMGM, which is worth a reported £10million a year.

Ryan Norys, Tottenham Hotspur’s chief revenue officer, said on the Kraken deal: “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.”

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Mayur Gupta, Kraken’s chief marketing officer, added: “Spurs supporters and the crypto community both have an undeterred and relentless passion for what they believe in. 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.”

Tottenham have also revealed that Kraken will also become the official crypto and Web3 partner of F1 DRIVE – London, which sits below the south stand at the club’s Tottenham Hotspur Stadium home. The club have also confirmed on their official website that all Tottenham kits for the 2024/25 season will be sold without the Kraken sleeve partner logo.