The LALIGA giants, Atlético de Madrid have announced a multi-year partnership with the global cryptocurrency exchange, Kraken.
The deal, which commences in the 2024/25 season, sees the crypto trading platform become the club’s official crypto and web3 partner.
As part of the agreement, the digital currency marketplace logo will adorn the sleeves of the men’s and women’s first-team kits, signifying a significant step for the club in embracing the growing influence of cryptocurrency and Web3 technologies.
Speaking on the partnership, Mayur Gupta, Kraken’s CMO, said, “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 Chief Revenue and Operating Officer, Óscar Mayo, lauded the “common values that the two organisations share. 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.”
Beyond traditional sponsorship, both parties will collaborate on initiatives to engage fans and explore the potential of digital innovation. The partnership aims to position Colchoneros as a leader in sports and technology.
Kraken, a leading cryptocurrency exchange established in 2011, offers a wide range of services including spot trading, margin trading, futures trading, staking, and an NFT marketplace. With a strong focus on security and regulatory compliance, the global crypto powerhouse has built a reputation as a trusted platform for millions of users worldwide.
Indios have also partnered with the e-commerce leader, ComAve, and the blockchain technology firm, Chiliz, to enhance fan experiences.
The club secured a place in the UEFA Champions League group stage after finishing fourth in the Primera División and will kick off their new season with an away match against Villarreal on August 20.