The FIFA World Cup 2026 begins today, June 11, with two Group A matches in Mexico. More interesting for crypto markets: Kraken secured the role of Official Crypto Exchange Supporter just days before the tournament started, placing a major digital asset brand in front of the largest single sporting audience on the planet.
The opening day features Mexico vs South Africa at Estadio Azteca at 15:00 and South Korea vs Czechia at Estadio Akron at 22:00. The tournament runs through July 19, giving Kraken and the broader crypto ecosystem over five weeks of sustained global exposure.
Why crypto cares about a soccer tournament
This edition is bigger than any before it, expanding from 32 teams to 48 across three host nations: the United States, Canada, and Mexico.
Kraken’s appointment as the Official Crypto Exchange Supporter, announced on June 9-10, is the kind of deal that signals a shift in how crypto companies are allocating marketing budgets. Instead of sponsoring a mid-tier esports league, a top-ten crypto exchange is now sitting alongside FIFA’s traditional corporate sponsors.
