The 2026 FIFA World Cup has reached its final four, with France set to face Spain on July 14 in Dallas and England awaiting the winner of Argentina versus Switzerland on July 15 in Atlanta. But while billions of eyes are locked on the pitch, the crypto industry is quietly running its own play in the background.
Kraken takes center stage
Kraken has been named the Official Crypto Exchange Supporter of the FIFA World Cup 2026 across both North America and Europe. This year’s expanded 48-team format, co-hosted by the United States, Canada, and Mexico, has only amplified that reach.
Crypto exchanges have spent years trying to crack mainstream awareness. Coinbase had its Super Bowl QR code moment. FTX plastered its name on an NBA arena before, well, everything that happened. Kraken’s approach is different: align with a global event that transcends any single market, language, or demographic.
FIFA’s blockchain bet goes deeper than sponsorships
