Pioneering new experiences at the intersection of crypto and sports to drive adoption and engagement among Spanish football fans.
Atletico De Madrid’s New Web3 Partner
Kraken Exchange has announced a significant partnership with Atlético de Madrid Football Club, marking a notable collaboration between the cryptocurrency and sports sectors. The partnership, set to commence in the 2024 season, will see Kraken becoming the Official Crypto and Web3 Partner of Atlético de Madrid. Additionally, Kraken will take on the role of Official Sleeve Partner for the men’s and women’s football teams, with its logo prominently featured on their playing kits.
Kraken Expanding Into Sports
This collaboration marks another strategic move for Kraken into the sports arena. Last year, the crypto exchange teamed up with Williams Racing, a British Formula 1 team, allowing fans to vote on the NFTs displayed on F1 cars during the US Grand Prix. This earlier venture highlighted Kraken’s dedication to merging digital assets with sports to enhance the fan experience.
“We are delighted to partner with Atlético de Madrid, a Club known for its resilience, passion, and commitment to excellence. This collaboration represents our shared values of innovation and global reach. Together, we aim to achieve new initiatives that will benefit fans and the broader crypto community.”
Mayur Gupta, Kraken’s Chief Marketing Officer
The partnership aims to merge the worlds of sports and web3, unlocking greater opportunities for both Spanish football fans and our crypto clients. We look forward to leveraging our respective strengths to drive global innovation and fan engagement.
“Kraken and Atlético de Madrid believe crypto and football both have the potential to transform lives,” said Kraken Chief Marketing Officer Mayur Gupta.
“We’re proud to partner with such a distinguished football club, which equally recognises that success requires a meticulous focus on its own processes. We’ve put in nearly 13 years to become one of the most trusted crypto platforms and we look forward to collaborating with Atlético de Madrid to educate more people about the true potential and value of crypto.”
Atlético De Madrid’s Digital Initiatives
Atlético de Madrid has also been proactive in leveraging digital technology to enhance fan engagement. Previously, the club collaborated with Socios.com to issue the Atlético de Madrid Fan Token (ATM), a venture designed to increase fan interaction and participation. This initiative is part of the club’s ongoing efforts to embrace innovative solutions and offer unique digital experiences to its supporters.
Óscar Mayo, Atlético de Madrid’s Chief Revenue and Operating Officer, emphasized the club’s commitment to innovation, stating,
“At Atlético de Madrid, we aim for innovation and technology, and Kraken is the ideal partner to help us reach these objectives. We are sure that this partnership will ensure that our fans enjoy a digital experience which extends beyond matchdays at the stadium.”
As one of the earliest and most trusted crypto platforms, Kraken is committed to driving awareness, education and understanding of crypto globally. Similar to the fan and client experiences we already deliver with Williams Racing Formula 1, Atlético de Madrid’s global fan base will see engaging initiatives such as Web3 projects, live activations and community outreach programs.
