Image Credit: Shutterstock
Kraken has become the Official Crypto Exchange Supporter of the FIFA World Cup 2026, giving the exchange a major sports-marketing platform as the tournament opens across North America.
The deal was announced on June 9 and will focus on fan activations, product experiences and crypto awareness across North America and Europe. Financial terms were not disclosed.
Kraken Activations Cover 16 Host Cities
Kraken said the partnership will bring fan-focused programming across the tournament’s 16 host cities in Canada, Mexico and the United States. The 2026 World Cup is the first 48-team edition and will feature 104 matches over seven weeks.
The campaign begins with the FIFA World Cup 2026 Countdown Concert series on June 10 before continuing through tournament-related fan experiences.
FIFA Cites Six-Billion Fan Reach
FIFA framed the partnership as part of a wider technology and fan-engagement push around the expanded tournament. The organisation said Kraken will help explore new ways to connect supporters with the event through product experiences and activations.
For Kraken, the agreement puts its brand in front of one of the largest global sports audiences. FIFA and Kraken said the tournament is expected to reach a cumulative audience of more than six billion people.
Tottenham and F1 Deals Show Sports Push
The FIFA agreement adds to Kraken’s existing sports strategy. The company has previously aligned with Tottenham Hotspur, Atlético de Madrid, RB Leipzig and the Atlassian Williams Racing Formula 1 team.
The World Cup deal shows crypto companies are again using major sports partnerships to reach mainstream consumers after a quieter period following the 2022 market collapse.
Kraken Cites 10M Clients and 600 Assets
Kraken said it serves more than 10 million clients across more than 190 countries and supports more than 600 cryptocurrencies. Its World Cup page also includes a promotion offering eligible users a chance to win tickets to the final.
The deal gives Kraken a global sports platform as it tries to reach football fans who may not already use crypto products.
