The 2026 FIFA World Cup opened on June 11 with the first-ever 48-team tournament. But off the pitch, a different kind of competition is heating up, one that involves blockchain, fan tokens, and the race to put crypto logos in front of billions of eyeballs.
Kraken was named FIFA’s Official Crypto Exchange Supporter on June 9, just two days before kickoff. It’s the first time a crypto platform has held that designation in World Cup history.
Crypto’s biggest marketing moment
The partnership is designed to enhance fan experiences during the tournament. No crypto exchange currently holds top-tier global partner status with FIFA, which means these deals are still being negotiated at the federation and fan-engagement level rather than alongside Adidas and Coca-Cola.
This isn’t FIFA’s first dance with blockchain. During the 2022 World Cup in Qatar, Visa and Crypto.com collaborated on an NFT initiative that benefited charity.
