Soccer’s biggest tournament has always been good at drawing massive crowds. This year, it is also drawing crypto exchanges, blockchain platforms, and a small army of meme token opportunists riding the hype.
The 2026 FIFA World Cup, expanded to 48 teams and 104 matches across 16 host cities in Canada, Mexico, and the United States, is wrapping up its Canadian leg with matches at Vancouver’s BC Place stadium, with the final Canadian-hosted match concluding around July 8. The spectacle on the pitch is familiar. What is happening off it is something new.
Kraken kicks off a World Cup first
On June 9, 2026, FIFA named Kraken its Official Crypto Exchange Supporter, making it the first crypto exchange to hold that designation in World Cup history.
The partnership is focused on fan engagement initiatives across all host cities, with Vancouver among the priority markets. In practical terms, that means Kraken’s branding appears alongside the tournament infrastructure while the exchange works to introduce mainstream sports audiences to crypto products.
