Tottenham news: Crypto investment to rocket after confirmed deal – Stefan Borson
Tottenham’s deal with Kraken shouldn’t be viewed in the same category as betting sponsorships despite the criticism following the agreement.
That is the view of finance expert Stefan Borson, who exclusively told Football Insider top crypto brands are likely to take more of an interest in football sponsorships once Premier League clubs are no longer allowed to sign front-of-shirt deals with gambling firms from the start of 2026-27 season.
Tottenham announced their new partnership with Official Crypto and Web3 partner Kraken on 16 July.
As part of the deal, the company will appear on the club’s shirt sleeves for the 2024-25 campaign.
Finance expert Martin Calladine tweeted on 16 July that anyone thinking of doing business with Spurs’ new partner should search “Kraken + SEC” so they can “read about how they are being encouraged to give money to a company whose entire existence has been defined by fighting tooth and nail to avoid regulation”.
Crypto deals to become more prevalent after Tottenham agreement
But Borson suggested clubs have to “take the money where it’s available” as there aren’t many blue-chip brands looking to sign up to sponsorship deals.
“Loads of clubs have got crypto-related sleeve sponsors,” Borson told Football Insider.
“City and Chelsea have got one, so that part of it is not unusual. Whatever people think about crypto, the reality is that it’s largely mainstream now, certainly in terms of Bitcoin.
“I don’t put it in the same category as betting particularly or some of the socio stuff that was quite prevalent in these clubs.
“Kraken is more of a legitimate platform for trading crypto as I understand it. I think BingX, the Chelsea guys similarly, and the City guys, OKX, are also in that sort of category. Crypto is part of the mainstream to an extent.
“That said, these are at the lower end of blue-chip brands and I think it reinforces the lack of real interest from the blue-chip brands in terms of sponsorships. They are certainly not HP that Real Madrid have got paying a lot of money on their sleeve.
“But the crypto guys have got money to spend on marketing and, ultimately, there is a fairly limited group of people that are prepared to write cheques for £8-10million of sponsorship, so you have to take the money where it’s available.
“I think for the top crypto brands, we can expect to see them coming into football more and more given the global audience and the fact we’re shortly going to have all of the betting brands coming off the front of shirts.
“I expect crypto is going to fill that gap.”
In other news, Tottenham agree deal to sign South Korean sensation.
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