Tottenham Hotspur F.C. (THFC) have created a sponsorship first with its official crypto partner, Kraken, by engaging fans who have seen their branding on TV during matches, on social media, via the use of 1st party and Connected TV data

The result? A sponsorship model that blends the best of traditional sponsorship’s broad reach with the precision and measurability of digital marketing.

The Kraken Campaign: A Case Study in Innovation

In collaboration with Samba TV and THFC's ad-tech platform Partnerbrite, as well as Wasserman, THFC and Kraken executed a 96-hour social media campaign that engaged U.S.-based fans who watched live Premier League matches featuring Kraken’s branding on the jersey sleeve and stadium signage.

The campaign’s integrated ecosystem delivered significant results:

64% Higher Engagement: Fans who watched the games were digitally engaged 64% more than those exposed only to digital ads.

Seamless Integration of Assets: Traditional and digital assets worked in tandem to build awareness and drive deeper engagement.

Over 500,000 U.S.-based fan profiles were identified during games against Aston Villa, Chelsea, Manchester City, and Liverpool.

Samba TV’s ACR technology provided granular TV audience insights, while Partnerbrite’s platform optimized the retargeting process, ensuring fans were engaged with relevant and timely content across paid social channels.

The campaign optimised to completed video plays of Kraken's 15s & 30s video content from their wider marketing "Damn Football" campaign, educating fans more about the crypto world.

A Strategic, Full-Funnel Sponsorship Ecosystem

The campaign is part of THFC's focus on leading the way in helping transform sponsorship through data and strategy.

This campaign highlights how rights holders like THFC can harness the power of first-party data and advanced adtech, like Partnerbrite, to deliver a sponsorship ecosystem that not only delivers on brand-building objectives but also engages fans in targeted and measurable ways.