The 2026 FIFA World Cup knockout stage kicks off on June 28 with Canada squaring off against South Africa at the Los Angeles Stadium. But for crypto markets, the real action started weeks earlier when Kraken became the first-ever Official Crypto Exchange Supporter in World Cup history.
The tournament, co-hosted by the US, Canada, and Mexico, is now the biggest stage where crypto branding has ever operated at this scale.
Kraken breaks new ground at the World Cup
On June 9, 2026, Kraken secured its FIFA partnership, with activations rolling out as early as June 10. The deal marks a watershed moment: a major crypto exchange embedded into the most-watched sporting event on the planet.
The partnership also coincides with two other blockchain elements woven into the tournament’s fabric. Chiliz, through its Socios.com platform, is pushing fan tokens as engagement tools during the World Cup. And Avalanche is hosting what’s been described as the FIFA Blockchain, integrating digital assets into the event’s operational framework.
