The FIFA World Cup 2026 starts June 11 with 48 teams, 72 group stage matches, and something new: a crypto layer woven into the fabric of the tournament itself. Kraken was named the Official Crypto Exchange Supporter of the competition on June 9, making it the only major exchange with that distinction heading into the biggest sporting event on Earth.
The expanded tournament, spread across 16 host cities in Canada, Mexico, and the US, runs through July 19. With 12 groups and a format that’s 50% larger than the previous 32-team structure, the sheer volume of football creates an unusually long window for crypto-adjacent products to reach mainstream eyeballs.
What Kraken’s sponsorship actually means
The exchange is activating across all 16 host cities, targeting both North American and European audiences during the group stage alone. No other major crypto exchange secured an official sponsor status for this tournament.
Algorand, Chiliz, and the digital fan layer
