The United States takes on Australia on June 19 in Seattle for matchday 2 of the 2026 FIFA World Cup, and the game carries weight well beyond the pitch. It marks one of the first major tests for Kraken’s freshly minted role as FIFA’s Official Crypto Exchange Supporter, a partnership announced on June 9 that represents the first time a crypto exchange has ever held an official sponsorship tier at a FIFA event.
Crypto’s biggest sports sponsorship yet
Kraken’s deal with FIFA enables the exchange to run fan activations and digital experiences throughout the tournament. The partnership operates at the governing body level, giving it visibility across every participating national federation and every match venue.
Crypto.com ran a promotion through May 2026 offering World Cup tickets and travel packages to its Visa card holders in Europe and Australia. The campaign targeted existing cardholders rather than new sign-ups, suggesting the exchange is focused on deepening engagement with its current user base rather than raw acquisition.
Fan tokens and prediction markets heat up
