In brief
- Kraken has been named the Official Crypto Exchange Supporter of the FIFA World Cup 2026.
- The partnership kicks off with a multi-city countdown concert on June 10, with fan experiences planned throughout the competition.
- The deal extends Kraken’s broader sports sponsorship strategy, which already includes partnerships with Tottenham Hotspur, Atlético de Madrid, RB Leipzig, and the Williams Racing F1 team.
Cryptocurrency exchange Kraken has struck a deal with FIFA to become the Official Crypto Exchange Supporter of the FIFA World Cup 2026, the organizations announced Tuesday.
The sponsorship deal, announced just two days before the quadrennial soccer tournament’s opening match, will span the seven-week competition running from June 11 through July 19. Financial terms were not disclosed.
The World Cup—the first to feature 48 teams and 104 matches across 16 host cities in Canada, Mexico and the United States—is projected to draw a cumulative global audience of more than 6 billion people, a scale that Kraken is betting will translate into significant exposure for its platform.
“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. The San Francisco-based exchange, which was founded in 2011 and operates in more than 190 countries, 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.”
The announcement extends Kraken’s existing sports sponsorship portfolio, which already includes deals with Premier League club Tottenham Hotspur, Spanish side Atlético de Madrid, German club RB Leipzig, and the Atlassian Williams Racing Formula 1 team.
The Kraken deal comes as various law enforcement agencies warn soccer fans of crypto scams that may target people looking to purchase World Cup tickets or merchandise.
In April, FIFA announced a separate deal with ADI Predictstreet, which is built on the ADI Chain network focused on the Middle East/South Africa (MENA) market, making it the official prediction market platform of the tournament.
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