Tottenham Hotspur have been on the search for a new sleeve partner this summer in what has been a busy few weeks on the sponsorship side of things.
The club have today revealed they have partnered with crypto platform provider Kraken to become the new official Sleeve Partner of the Men’s and Women’s teams.
The deal sees Kraken take over from Cinch who took the mantle of becoming Tottenham’s first-ever sleeve partner in 2021, however, the online car retailer decided to trigger an early exit in their multi-year agreement with the Premier League side to end their sponsorship.
Football.London reported earlier this month that the new sponsorship would dwarf the £10million per year which Cinch were paying Tottenham.
At the beginning of the month, Tottenham confirmed their partnership with BetMGM to become their new official Front of Training Wear Partner for the men’s team and betting partner.
BetMGM took over from grocery delivery company Getir, who were reported to owe Tottenham £5million having decided to quit the UK market (Sky News).
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.”
Throughout this partnership, it is claimed 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.
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While some fans may not agree with the choice of sponsorship partners, they have come into focus more in recent times due to the large amounts of money now playing a key part in complying with the Profit and Sustainability Rules and the ability to spend in the transfer market.
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