Crypto exchange Kraken has secured the title of Official Crypto Exchange Supporter for the 2026 FIFA World Cup, marking the first time a digital asset platform has held such a designation at the tournament.
The deal positions Kraken alongside blockchain infrastructure providers Avalanche and Chainlink, which are involved in collectibles and fan interaction features for the upcoming competition.
The 2026 World Cup is set to be hosted across the US, Canada, and Mexico.
Avalanche and Chainlink’s involvement in collectibles and fan engagement features aims to put blockchain technology directly into fans’ hands. The strategy mirrors what the NBA achieved with Top Shot, where millions of users minted and traded NFT highlights without necessarily identifying as “crypto people.”
The risk is that sponsorship deals don’t automatically translate to user growth or revenue. Crypto.com’s $700M deal for the former Staples Center naming rights became a cautionary tale about overpaying for visibility during a bull market.
