Kraken's World Cup Sponsorship Deal Under Fire as England Faces Panama

Kraken, the official crypto exchange supporter of the 2026 FIFA World Cup, is putting its sponsorship deal to the test when England faces Panama in a crucial match on June 27 at MetLife Stadium in New Jersey.

The match is expected to draw a global audience of nearly a billion viewers, who will also witness the most expensive crypto sponsorship in sports history unfold in real-time.

Kraken's goal is to convert casual fans into crypto users during moments like these. England's path to advancement in Group L is clear: a draw against Panama would secure their spot in the knockout stages, but the team is aiming for more than just survival.

The World Cup sponsorship deal marks a significant investment by major exchanges in sports sponsorships as a customer acquisition channel. Kraken joins FTX and Crypto.com, which have also ventured into high-profile partnerships with teams like the Miami Heat and the former Staples Center in Los Angeles.