The 2026 FIFA World Cup isn’t just bigger in terms of teams. It’s becoming one of the largest proving grounds for crypto’s integration into mainstream sports entertainment.
The tournament’s expansion from 32 to 48 teams means a brand-new round-of-32 knockout stage, and BBC Sport is making the case that every single one of those 16 matches deserves your attention.
Kraken steps onto the pitch
Kraken secured a deal as the official cryptocurrency exchange supporter of the 2026 FIFA World Cup, a partnership announced in mid-June 2026. The exchange is targeting fan engagement initiatives across host cities in the US, Canada, and Mexico, positioning itself squarely in front of what’s expected to be a record-setting global audience.
The round-of-32 knockout stage kicks off around late June 2026, which means the highest-stakes matches, the ones where elimination is on the line, coincide with Kraken’s maximum visibility period. Every England vs. DR Congo matchup that BBC and ITV broadcast live is also a billboard for crypto adoption.
