The FIFA World Cup 2026 is barely underway, and the crypto industry is already treating it like a bull market catalyst. The Netherlands face Japan at AT&T Stadium in Arlington, Texas on June 14, kicking off Group F action at 4 p.m. ET in what shapes up as one of the tournament’s marquee early-round clashes.
Kraken breaks new ground with FIFA
On June 9, Kraken became the first-ever Official Crypto Exchange Supporter of the FIFA World Cup. That’s not a minor brand placement on a digital billboard. It marks the first time a cryptocurrency exchange has secured an official partnership role in the tournament’s history.
The deal is designed to push fan adoption of cryptocurrency across North America and Europe, with Kraken planning activations and product experiences aimed at engaging both existing crypto users and the millions of casual fans tuning in for the first time.
Chiliz rallies 28% as SportsFi heats up
