LALIGA EA Sports: Kraken (crypto trading) sleeve sponsor of Club Atlético de Madrid from 2024-25

Kraken, a cryptocurrency trading platform, has become the sleeve sponsor of Club Atlético de Madrid (LALIGA EA Sports) from the 2024-25 season, announced the club on 10/07/2024. The agreement also covers the club's women's team (Liga F).

Kraken has the status of "official partner", the second level in the Madrid club's sponsorship hierarchy. As part of the agreement, "the two entities will run joint initiatives for supporters as well as projects related to digital innovation and community outreach to improve the fan experience," explained Atlético Madrid.

The cryptocurrency exchange platform succeeds Hyundai, which has been featured on the sleeve of the Spanish club's shirts since 2018-19 (i.e. five seasons). However, the South Korean car manufacturer, which has been Atlético's official partner since 2018, extended its agreement until the end of 2024-25 on 26/06/2024.

• Club Atlético de Madrid have already featured a brand from the cryptocurrency sector on their shirts: trading platform WhaleFin. The latter signed up as main shirt sponsor for €42m per season, as part of an agreement…