Kraken became FIFA’s Official Crypto Exchange Supporter on June 9, 2026. Two days later, the World Cup kicked off across the US, Canada, and Mexico. That timing wasn’t accidental.
The partnership marks the first time a major FIFA tournament has carried an official cryptocurrency exchange sponsor. And with fan token trading activity surging around the tournament, digital assets are no longer just lurking on the sidelines of global sporting events.
The World Cup becomes crypto’s biggest stage
The 2026 FIFA World Cup, running from June 11 to July 19, is the largest edition of the tournament ever staged, spread across three countries.
Kraken’s sponsorship deal puts the exchange’s brand in front of billions of viewers worldwide. For context, the previous World Cup in Qatar drew an estimated cumulative audience north of 5 billion across the tournament.
