The 2026 FIFA World Cup begins on June 12 when the US Men’s National Team faces Paraguay at SoFi Stadium in Inglewood, California. But alongside the 48 teams and 104 matches spanning the US, Canada, and Mexico, another competition is playing out: the race for crypto companies to convert the world’s largest sporting audience into users.
Kraken announced on June 9 that it is the Official Crypto Exchange Supporter of FIFA for the tournament. Algorand is powering digital experiences including NFTs through the FIFA+ Collect platform. And prediction markets are bracing for what could be tens of billions in global betting volume.
Crypto’s World Cup playbook
Kraken’s deal as FIFA’s Official Crypto Exchange Supporter positions the exchange in front of peak global viewership across North America and Europe. The partnership includes initiatives aimed at boosting fan awareness of crypto.
Algorand’s role is more infrastructure-focused. The blockchain is facilitating FIFA+ Collect, a platform for tournament-related NFTs and digital collectibles.
