Kraken Sacks Up: Exchange Scores FIFA World Cup 2026 Crypto Sponsorship ⚽

Cryptocurrency exchange Kraken has been named the Official Crypto Exchange Supporter of the FIFA World Cup 2026, the organizations announced Tuesday, two days before the tournament's opening match. The seven-week sponsorship runs from June 11 through July 19, coinciding with the first World Cup to feature 48 teams and 104 matches across 16 host cities in Canada, Mexico and the United States. Financial terms were not disclosed. FIFA projects a cumulative global audience of more than 6 billion people for the competition.

"Football has always crossed borders. So does crypto," said Kraken co-CEO Arjun Sethi, in a statement. "For most of history, the best markets were open only to the few. The FIFA World Cup 2026 is where we show everyone else what they've been missing: an open, borderless financial system that anyone can join with a phone in their pocket. This isn't a future concept. It's here." Kraken's FIFA collaborations begin Wednesday with a multi-country, multi-city countdown concert on the eve of the opening match, and the San Francisco-based exchange said it also plans "fan-focused product experiences" across North America and Europe throughout the tournament.

"Innovation has always played a central role in how FIFA evolves and enhances the fan experience," said FIFA Chief Business Officer Romy Gai, in a statement. "As we prepare to welcome the world to the biggest FIFA World Cup in history, we are delighted to partner with Kraken, an organization that shares our commitment to innovation and technology." Kraken, founded in 2011, operates in more than 190 countries.

The deal extends Kraken's existing sports sponsorship portfolio, which already includes Premier League club Tottenham Hotspur, Spanish side Atlético de Madrid, German club RB Leipzig, and the Atlassian Williams Racing Formula 1 team. The exchange joins a growing list of crypto and blockchain firms engaging with the tournament; in April, FIFA announced a separate multi-year agreement with ADI Predictstreet, built on the ADI Chain network focused on the Middle East/South Africa (MENA) market, as the official prediction market platform of the World Cup.

Law enforcement agencies have separately issued warnings to soccer fans about crypto scams targeting people seeking to purchase World Cup tickets or merchandise. Senator Elizabeth Warren (D-MA) has also pressed U.S. regulators on the oversight of prediction markets tied to the tournament. Kraken's tie-up is the latest in a series of sports sponsorships linking the exchange to globally televised competitions.