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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 R

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Author: Amara Khatri

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