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

This collaboration establishes Kraken as the first official crypto and Web3 partner, and the official sleeve partner for both the men’s and women’s teams.

The partnership aims to enhance the fan experience while bridging the knowledge gap between fans and the crypto world. In a Q&A with Cointelegraph, Kraken’s chief marketing officer, Mayur Gupta, highlighted the growing popularity of crypto in the United Kingdom.

He stated, “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, emphasized the club’s intention to “drive innovation” through this partnership, describing Kraken as “a true leader in its field.”

He added, “We look forward to bringing our fans a range of exciting events and experiences throughout the course of the partnership.”

Gupta also noted the shared passion between the club’s supporters and the crypto community. “Kraken has a vision that crypto, like football, should be accessible to everyone.

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“We’re therefore thrilled to partner with Tottenham Hotspur to bring this inclusive financial technology to a larger audience of football fans.”

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

The donation, mostly in Ether, was made due to Powell’s support for Trump’s pro-crypto policies and his status as “the only pro-crypto major party candidate.”

Despite a recent assassination attempt on July 13, Trump plans to attend and speak at the Bitcoin Conference in Nashville, Tennessee.

On May 29, Cristiano Ronaldo continued his expansion into Web3 by launching a new non-fungible token (NFT) collection with Binance.

The “Forever Worldwide: The Road to Saudi Arabia” collection commemorates his career highlights, from his humble beginnings to his football fame.

The shift toward crypto in the football industry is accelerating, with clubs increasingly utilizing cryptocurrencies and NFTs to boost fan interaction.

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