Kraken becomes official crypto exchange supporter of FIFA World Cup 2026
The partnership gives Kraken a global platform across the expanded 48-team tournament as crypto firms cautiously return to major sports marketing after the post-FTX sponsorship pullback.
Kraken said it has become the Official Crypto Exchange Supporter of the FIFA World Cup 2026, marking a high-profile return by a major crypto company to global sports marketing. The exchange said the partnership is aimed at boosting digital-asset adoption, education and brand awareness among football fans in North America and Europe. The 2026 tournament is set to be the largest World Cup yet, with 48 teams, 104 matches and 16 host cities across Canada, Mexico and the United States. Kraken cited a projected cumulative global audience of 6 billion people. The tournament begins on June 11 and runs through July 19, 2026. The deal stands out because crypto sponsorship activity cooled after the industry’s 2021-2022 marketing boom and the collapse of FTX made sports tie-ups more sensitive. Kraken is presenting the World Cup partnership as a trust- and education-focused push rather than a pure visibility campaign. The exchange also pointed to existing sports relationships with Tottenham Hotspur FC, Atlético de Madrid and the Williams Racing Formula 1 team, suggesting the World Cup agreement extends a broader strategy to build mainstream reach through global sports.
- digital-asset adoption: the process of getting more consumers or institutions to use crypto-related products and services
- crypto exchange: a platform where users buy, sell and trade digital assets
- sports marketing: brand promotion through sponsorships, partnerships and advertising tied to sporting events or teams