The FIFA World Cup 2026 Round of 32 commenced on June 28, marking the first knockout matches in a tournament that has already rewritten the playbook on how crypto intersects with global sports. This is a 48-team World Cup, the largest in the event’s history, spread across 16 host cities in the US, Canada, and Mexico. And for the first time, a dedicated cryptocurrency exchange is listed among FIFA’s official supporters.
Kraken secured that distinction on June 9, 2026, becoming the Official Crypto Exchange Supporter of the tournament.
Crypto’s presence on the pitch
Kraken’s deal with FIFA isn’t just a logo on a banner. The partnership is built around fan engagement across all 16 host cities, with promotions reportedly including ticket giveaways and activations that could eventually tie into FIFA-branded tokens.
The exchange isn’t operating alone in this space. Avalanche serves as the official blockchain powering FIFA’s digital initiatives, providing the infrastructure for whatever on-chain products FIFA decides to roll out. Meanwhile, Chiliz, through its Socios.com platform, continues to support fan tokens that let supporters participate in certain team-related decisions.
