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

The exchange will become the first official crypto and Web3 partner and the official sleeve partner for the club’s men’s and women’s teams.

The partnership aims to improve the fan experience and focus on bridging the knowledge gap between fans and crypto.

Related: Kraken’s Jesse Powell donates $1M in crypto to Trump campaign

Tottenham Hotspur meet Web3

Ryan Norys, Tottenham Hotspur’s chief revenue officer, explained that the club aims to “drive innovation” in its partnership with Kraken, who he describes as “a true leader in its field.”

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

Mayur Gupta, Kraken’s chief marketing officer, explained that the club’s supporters and the crypto community have a “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.”

Related: German gov’t offloads 900 Bitcoin, 400 BTC sent to Coinbase and Kraken

Kraken co-founder's $1 million Trump donation

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

The donation, mostly comprised of Ether, was given by Powell due to his support for Trump’s pro-crypto policies and being “the only pro-crypto major party candidate.”

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

Related: Lessons from CertiK's dispute with Kraken

Football goes crypto

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

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

The shift toward crypto in the football industry continues to accelerate as clubs ramp up efforts to increase fan interaction with the clubs through cryptocurrencies and NFTs.

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