The FIFA World Cup 2026 kicks off this week across the US, and crypto has officially secured its seat in the stadium. Kraken was named the Official Crypto Exchange Supporter of the tournament on June 9, making it one of the highest-profile crypto sponsorships in the history of global sports.
The World Cup’s expanded 48-team format means more matches and more opportunities for Kraken to put its brand in front of casual fans who may never have opened a trading app.
What the deal actually means
Kraken’s sponsorship is focused on fan engagement rather than launching a tournament-specific token or protocol. No specific tokens or protocols are tied to the partnership. The play here is broader: normalize crypto for the hundreds of millions of people tuning in over the next several weeks.
Group C sets the stage
