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Kraken has become the Official Crypto Exchange Supporter of the FIFA World Cup 2026, giving the exchange a tournament role days before the competition opens across North America.
The deal gives Kraken access to fan engagement programs and product experiences tied to the 48-team tournament, which starts on June 11 and runs until July 19 across Canada, Mexico and the United States.
Kraken Will Activate Across 16 Host Cities
FIFA said Kraken will support fan-focused initiatives across the tournament’s 16 host cities. The first activation starts on June 10 with the FIFA World Cup 2026 Countdown Concert series, one day before the opening match.
The partnership is aimed at fans in North America and Europe. Kraken said the tournament gives it a way to connect digital asset markets with football’s global reach.
2026 World Cup Will Feature 104 Matches
The 2026 World Cup will be the first edition with 48 teams. It will include 104 matches across 16 cities, making it the largest tournament FIFA has staged.
That scale gives Kraken a major consumer-facing platform while crypto firms compete for attention beyond trading venues and token listings.
FIFA Deal Extends Kraken’s Sports Marketing Push
The FIFA agreement extends Kraken’s sports marketing strategy. The company already has partnerships with Tottenham Hotspur, Atlético de Madrid, RB Leipzig, Atlassian Williams Racing and football figures including Fabrizio Romano and Lukas Podolski.
Kraken said it will use the World Cup for fan programming and product-led experiences, not only brand placement.
World Cup Role Starts With June 10 Concert
Kraken’s role begins before the first match through the June 10 Countdown Concert series. The agreement also adds another digital-asset partner to FIFA’s commercial program around the 2026 tournament.
For Kraken, the immediate focus is activation across the tournament’s host cities, with fan engagement programs and crypto product experiences tied to the seven-week event.
