England’s 2-1 semi-final loss to Argentina at the 2026 FIFA World Cup was, for most fans, a heartbreaker about football. But for anyone paying attention to the business side of the tournament, it was also a reminder that crypto has quietly become one of the sport’s most aggressive sponsors.
Harry Kane, England’s 32-year-old captain and all-time leading scorer, hinted after the match that he’s not done with international football. He pointed to Lionel Messi’s longevity as inspiration, suggesting he could push for the 2030 World Cup.
Kraken’s FIFA deal and what it signals
FIFA appointed Kraken as the official crypto exchange partner of the 2026 World Cup.
For the broader crypto market, this deal follows a pattern that’s been building for years. Exchanges and blockchain companies have poured money into sports sponsorships, from Crypto.com’s naming rights deal with the former Staples Center in Los Angeles to FTX’s ill-fated stadium deal in Miami. The FTX collapse obviously cast a long shadow over these partnerships. Kraken’s FIFA deal represents the industry’s attempt to rebuild credibility through association with institutions that aren’t going anywhere.
