Atlético Madrid and Kraken, one of the world’s leading cryptocurrency platforms, formed an official partnership starting from the 2024 season. Kraken is now Atlético's official Crypto and Web3 partner and the official sleeve sponsor for both the men's and women's teams. This partnership focuses on merging football with Web3 technology, aiming to drive crypto adoption and fan engagement.

Kraken and Atlético plan to deliver various crypto-related initiatives like educational programs, live activations, and Web3 projects designed to enhance the fan experience beyond just matchdays. This collaboration is seen as a step towards innovation, with both parties sharing a commitment to excellence in their respective fields