Kraken has been named the official crypto exchange supporter of the FIFA World Cup 2026, giving it a spot at one of the world’s biggest sporting events.
The partnership will include fan engagement, promotions, and product experiences during the tournament. This deal is a big step in Kraken’s global marketing and shows crypto companies are returning to major sports sponsorships after the downturn following FTX’s collapse in 2022.
The 2026 FIFA World Cup is set to be the largest ever, with 48 national teams playing 104 matches across the U.S., Canada, and Mexico.
FIFA expects the event to draw over six billion viewers worldwide, giving Kraken a huge global audience.
This partnership puts Kraken alongside FIFA’s well-known sponsors, such as sportswear, beverage, and payment companies that have supported the tournament for years.
Kraken has grown its sports sponsorships in recent years by partnering with football clubs and motorsport teams. The FIFA deal greatly increases its visibility worldwide.
The agreement also shows renewed confidence in the crypto industry. After sponsorship spending dropped following the 2022 downturn, several big crypto firms are now returning to major sporting events as the market improves.
Industry watchers will be looking to see how Kraken uses the tournament to promote crypto adoption to mainstream audiences around the world.
We’re proud to announce Kraken is the Official Crypto Exchange Supporter of the @FIFAWorldCup 2026™ in North America & Europe.
One global stage.
For every kind of fan.
For every way into crypto. pic.twitter.com/5jTsykzDDJ— Kraken (@krakenfx) June 9, 2026
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