Huge news for crypto and soccer fans — Kraken has officially been named the Official Crypto Exchange Supporter of the FIFA World Cup 2026.
The partnership will run across North America and Europe, focusing on crypto education, fan activations, and real product experiences for millions of fans before and during the tournament.
A Massive Venue For Crypto Is Kicking Off
The 2026 World Cup is going to be the biggest ever: 48 teams, 104 matches & 16 host cities across the United States (USA), Canada, and Mexico.
Sponsored
FIFA expects over six billion cumulative viewers — giving Kraken one of the largest mainstream audiences a digital asset exchange has ever reached.
Kraken plans to use the platform to introduce football fans to digital assets in fun, engaging ways — from match-day experiences to educational content and interactive activations.
“Football is a global language that brings people together across borders” said Kraken Co-CEO Arjun Sethi. “We want to make money work the same way — open, accessible, and available to everyone through their phones.”
FIFA Chief Business Officer Romy Gai added that the partnership fits perfectly with their goal of enhancing the fan experience through innovative technology.
Kraken’s Sports Playbook Keeps Growing
This isn’t Kraken’s first rodeo in sports. The exchange already has partnerships with Tottenham Hotspur, Atlético de Madrid, RB Leipzig, and Formula 1 team Atlassian Williams Racing. The FIFA World Cup deal takes things to an entirely new level.
Public programming kicks off with the FIFA World Cup 2026 Countdown Concert on June 10, with more fan activations planned across North America and Europe in the lead-up to the tournament. To celebrate this, Kraken is introducing a 2-ticket giveaway with accommodation.
Kraken just scored one of the biggest sponsorship deals in crypto history by locking in the 2026 FIFA World Cup. With billions of eyes expected on the tournament, this gives crypto massive mainstream visibility at a time when adoption is accelerating.
The beautiful game is about to get a whole lot more crypto-friendly.
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