About 10,000 Portugal fans gathered at Stanley Park North in Toronto on July 2 and marched to BMO Field ahead of their FIFA World Cup Round of 32 knockout match against Croatia. It was the kind of electric, flag-waving spectacle that makes the World Cup the World Cup.
But behind the scarves and chants, a quieter game was being played. One denominated in fan tokens, prediction markets, and a crypto exchange sponsorship that puts digital assets front and center at the planet’s most-watched sporting event.
Kraken’s FIFA play and the fan token divide
Kraken became FIFA’s Official Crypto Exchange Supporter back on June 9, with activations running from June 11 through July 19. That makes the exchange a visible presence throughout the tournament, not just a logo on a banner but an embedded participant in the fan experience.
FIFA’s World Cup is expected to attract around six billion cumulative viewers globally.
