The 2026 FIFA World Cup is shaping up to be the most crypto-saturated sporting event in history. Kraken was named the Official Crypto Exchange Supporter of the tournament in June 2026, joining FIFA’s existing partnership with Socios.com that dates back to before the 2022 Qatar World Cup. The global fan token market, valued at $3.8 billion in 2025, is projected to balloon to $18.6 billion by 2034. That’s a compound annual growth rate of 19.3%.
Fan tokens meet the world’s biggest stage
FIFA’s partnership with Socios.com has enabled national team fan tokens to be issued on the Chiliz blockchain. Over 170 sports organizations now participate in the fan token ecosystem.
Kraken’s sponsorship doesn’t tie directly to fan tokens. The exchange has opted for a more conventional activation strategy: ticket giveaways and fan engagement activities.
The BBC broadcast deal and why media rights matter for crypto
