The FIFA World Cup 2026 is down to its final two matches. But for the crypto industry, the real scoreline was settled weeks ago when Kraken secured a deal that no exchange had managed before.
On June 9, just two days before the tournament kicked off, FIFA announced Kraken as the Official Crypto Exchange Supporter of the 2026 World Cup. That title sounds bureaucratic. In practice, it means a crypto-native company is embedded in the biggest single sporting event on Earth, the kind of stage that reaches billions of eyeballs across every continent.
What the Kraken-FIFA deal actually looks like
Kraken’s partnership spans activations across all 16 host cities in the United States, Canada, and Mexico, the three nations co-hosting the first-ever 48-team World Cup.
The campaign launched with the FIFA World Cup 2026 Countdown Concert series on June 10, one day before the opening match. From there, Kraken rolled out educational initiatives and digital fan engagement programs designed to introduce casual sports viewers to crypto concepts.
