Kraken Joins Forces with FIFA to Bring Crypto to Global Sports

Kraken, a leading cryptocurrency exchange, has made a significant move into the world of global sports by partnering with FIFA to become the official crypto exchange supporter of the 2026 World Cup. This partnership marks a major step forward for cryptocurrency in mainstream sports, and is likely to have a lasting impact on the industry.

The deal will see Kraken providing fan-facing experiences in both the US and Europe, including activations at stadiums, digital integrations, and brand placement woven into the viewing experience of hundreds of millions of people. This is seen as a key opportunity for cryptocurrency to reach a wider audience and increase its visibility among mainstream consumers.

FIFA has also been quietly building its own crypto-adjacent infrastructure through its Right-to-Ticket program, which offers digital collectibles linked to match tickets. The 48-team format of the World Cup creates significantly more inventory for this type of program, with six group stage matches worth of collectible opportunities in just one group.