FIFA has tapped Kraken as the Official Crypto Exchange Supporter of the FIFA World Cup 2026, bringing a major crypto player onto the sport’s biggest global stage. The partnership will focus on crypto awareness, fan engagement and product experiences across North America and Europe as the tournament expands to a 48‑team format.
What to expect
- Kraken will run fan‑first activations and educational programs linked to match viewing, football communities and tournament events. The company says it will introduce supporters to digital‑asset products and crypto tools, with a heavy emphasis on education and accessibility.
- Public programming kicks off with the FIFA World Cup 2026 Countdown Concert on June 10, a multi‑city lead‑in to the seven‑week tournament. Additional activations are planned across North America and Europe during the build‑up and the World Cup itself.
Tournament snapshot
- FIFA World Cup 2026 will feature 48 teams, 104 matches and 16 host cities across the United States, Canada and Mexico. FIFA expects the expanded event to draw more than six billion cumulative viewers.
Why it matters
- Kraken, which has operated for more than a decade and serves users in over 190 countries, will use the World Cup platform to raise crypto visibility among mainstream football audiences. Financial terms of the deal were not disclosed.
- The move continues a wider trend of crypto firms partnering with sports and entertainment properties to reach non‑trading audiences through sponsorships and fan experiences.
Voices from the deal
- FIFA Chief Business Officer Romy Gai framed the partnership as aligned with FIFA’s fan‑experience goals, noting the organization’s ongoing use of commercial partners to layer technology and consumer programs onto major tournaments.
- Kraken co‑CEO Arjun Sethi described football as a shared global experience that brings people together across borders and languages, adding that money should be equally open and accessible via smartphones.
Background and footprint
- Kraken already has sports ties, including partnerships with Tottenham Hotspur, Atlético de Madrid, RB Leipzig and a Formula 1 deal with Atlassian Williams Racing, giving it exposure to football and motorsport audiences ahead of the World Cup.
The Kraken‑FIFA tie‑up positions the exchange to introduce crypto products and education to a vast, global fanbase as the 2026 World Cup approaches.
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