The 2026 FIFA World Cup is officially underway, and Canada’s contribution as co-host is drawing attention for two very different reasons. The first is the genuinely impressive multicultural atmosphere at venues in Vancouver and Toronto. The second, and more relevant to anyone watching their portfolio, is the increasingly tight marriage between global football and the crypto industry.
The crypto play hiding inside a soccer tournament
On June 9, 2026, FIFA announced Kraken as its Official Crypto Exchange Supporter. It’s a structured partnership designed to weave blockchain technology into how fans actually experience the tournament.
The market noticed. Chiliz’s CHZ token surged 28% around the World Cup’s opening. Meanwhile, Avalanche (AVAX) is positioned as the underlying infrastructure for FIFA’s blockchain initiatives. When FIFA builds anything on-chain for this tournament, from digital collectibles to fan interaction tools, it’s running on Avalanche’s rails.
That’s two major crypto assets directly tethered to the most-watched sporting event on Earth, which now features 48 teams across 104 matches.
