FIFA has selected Kraken as the Official Crypto Exchange Supporter for the 2026 FIFA World Cup. This partnership aims to boost cryptocurrency awareness, engage fans, and offer product experiences across North America and Europe. The 2026 tournament will feature 48 teams, 104 matches, and 16 host cities spanning three countries.
Through this agreement, Kraken plans to introduce football enthusiasts to digital asset products and educational initiatives. FIFA emphasized that fan-centric activations will be delivered to audiences both before and during the World Cup. The exchange will link these programs to match viewership, football communities, and tournament events.
The 2026 FIFA World Cup is scheduled over seven weeks across North America, with FIFA anticipating over six billion cumulative viewers. This edition marks the first time the tournament will include 48 teams. Kraken, which has operated for over a decade and serves users in more than 190 countries, will leverage this platform to showcase crypto tools to football audiences. Financial terms of the agreement have not been disclosed.
Romy Gai, FIFA’s Chief Business Officer, stated that the partnership aligns with the organization’s fan experience strategies. FIFA has historically used commercial partnerships to integrate technology and consumer programs around major tournaments. The Kraken deal adds a crypto exchange to the World Cup 2026 sponsorship portfolio.
Kraken co-CEO Arjun Sethi described football as a universal experience that unites people across borders, languages, and cultures. He added that money should function with similar openness, accessible via smartphones. The partnership’s public programming will kick off with the FIFA World Cup 2026 Countdown Concert on June 10, held across multiple cities. Following this, Kraken will roll out activations in North America and Europe.
Kraken has prior sports partnerships with Tottenham Hotspur FC, Atlético de Madrid, and RB Leipzig, as well as a Formula 1 deal with Atlassian Williams Racing. These agreements have positioned the exchange across football and motorsport audiences before the World Cup. The FIFA deal is part of a broader trend of crypto companies partnering with sports and entertainment entities to reach nontrading audiences. Kraken will focus on education, brand visibility, and product access centered around football.
FIFA has branded the 2026 World Cup as its largest tournament yet, with matches taking place in the United States, Canada, and Mexico. Kraken’s World Cup programming begins with the countdown concert on June 10.