Kraken and Atlético de Madrid: a Crypto Sponsorship Case Study

Kraken and Atlético de Madrid: a crypto sponsorship case study

Overview

Why does a crypto exchange partner with a football club? In this MERGE Madrid talk, Kraken and Atlético de Madrid explain how their sponsorship started and how it works: the search for a partner based on shared values, the activations inside and outside the stadium, the brand-awareness results and the focus on fan education for their second season.

What you'll learn

• Why football: the fit between a crypto brand's audience and the fan base
• Choosing a partner: history, values and community as criteria
• Sponsorship assets: sleeve logo, Champions League visibility and pitch assets
• Activations: the “kit exchange” and digital content with players
• Measuring results: awareness, media value and impressions, per the talk
• Second season: closing the gap through fan education

Session summary

Why this sponsorship: Kraken explains that, after obtaining its registration with the Bank of Spain in 2023, the exchange sought to scale its marketing and found a good fit between its audience and football fans, choosing a club with history and aligned values.

The club's perspective: Atlético de Madrid describes the process of selecting a solid partner in the crypto sector after a previous negative experience, prioritizing partners with shared values rather than just a sponsor.

Assets and activations: it describes the sponsorship assets (sleeve logo —with Champions League visibility— and pitch assets) and activations such as the “kit exchange” (a truck around Madrid where people swapped their shirt for the official kit) and digital content with players as ambassadors.

Results: according to the talk, Kraken's awareness among fans rose from just over 20% to around 45-50% in one season, with cited figures of 140 million euros in media value, more than 3.2 billion impressions and 180 million engagements (figures provided by the speakers, not independently verified).

Second season: the focus shifts to closing the gap between those who already invest in crypto and those who are interested but have not taken the step, betting on activations and fan education.

Watch the full talk

Watch the full recording on MERGE's YouTube channel, with Kraken and Atlético de Madrid on their crypto sponsorship.

FAQs

Why does a crypto brand sponsor a football club?
According to the talk, because of the fit between its target audience and the fan base, and to gain awareness and reach beyond audiences already familiar with crypto.

What is the “kit exchange”?
According to the talk, an activation where fans could swap their shirt for the club's official kit, with major social media impact.

What results did the sponsorship have?
According to the talk, brand awareness nearly doubled in one season; the cited figures come from the speakers and are not independently verified.

Is this investment advice?
No. This content is informational and summarizes what was presented in the talk; it does not constitute investment advice. Investing in crypto assets carries risks; consult a professional.