Kraken Scores Big with FIFA Partnership, But Crypto Still Struggling in Sports

Spain took home the 2026 FIFA World Cup title after defeating Argentina 1-0 in the final match on July 20. The tournament, played with an expanded 48-team format, saw a total of 308 goals across 104 matches.

The Athletic published its team rankings after the final whistle, placing Spain at the top and Argentina second. Norway was another surprise package, reaching the quarterfinals and earning praise for punching above their weight class.

Kraken was the only major crypto entity with a visible presence at the tournament, announced as the Official Crypto Exchange Supporter of the 2026 World Cup on June 9. Kraken's sponsorship deal likely served as a customer acquisition play in North America and Europe, two regions where exchange competition is fierce.

Fan tokens tied to national teams saw notable trading surges that tracked closely with on-field performance. Chiliz, which built its business around the intersection of sports fandom and blockchain, used the tournament as a proof of concept.