Kraken Exchange has partnered with Atlético de Madrid to become the club's Official Crypto and Web3 Partner, including the role of Official Sleeve Partner, marking another significant integration of cryptocurrency and sports.
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.
Mayur Gupta, Kraken’s Chief Marketing Officer, commented,
“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.”
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.”
Strategic Implications
The partnership aims to blend sports and Web3 technology to create opportunities for both Atlético Madrid fans and Kraken’s clients. The collaboration signifies a strategic move to enhance the digital experience of football enthusiasts while promoting the potential of cryptocurrencies. The partnership is expected to engage Atlético de Madrid’s global fan base in initiatives such as Web3 projects, live activations, and community outreach programs.
Disclaimer: This article is provided for informational purposes only. It is not offered or intended to be used as legal, tax, investment, financial, or other advice.
