Kraken Teams Up with FIFA for Historic Crypto-Sport Partnership

Kraken, the cryptocurrency exchange, has joined FIFA's World Cup 2026 sponsor programme in a significant partnership that marks one of the largest digital asset collaborations with global sport. The agreement brings Kraken into FIFA's roster of sponsors and supporters as the tournament unfolds across the United States, Canada, and Mexico.

The partnership will see Kraken activate throughout the competition with fan engagement initiatives, digital experiences, and educational campaigns aimed at introducing fans to digital finance. This includes involvement in FIFA's World Cup 2026 Countdown Concert Series, which forms part of the build-up to the tournament.

FIFA has increasingly embraced blockchain-based innovation in recent years through digital collectibles, fan engagement products, and technology-focused commercial partnerships. The partnership underscores the growing convergence between sport and digital assets as major rights holders explore new technologies and commercial categories capable of engaging younger audiences.