The FIFA World Cup has brought in big money for crypto companies Kraken and Chiliz. As the tournament reaches new heights of viewership, these companies are positioning themselves at the forefront of fan engagement.
Kraken is the official crypto exchange partner for the 2026 World Cup, which will be co-hosted by the US, Canada, and Mexico. The company has taken a prominent role in the event's marketing infrastructure, maximizing its brand visibility to attract new users. With user acquisition as its primary goal, Kraken's play is straightforward.
Chiliz, on the other hand, has invested $50-100 million in fan interaction initiatives tied to the tournament. This includes fan tokens, voting rights, and gamified experiences through its Socios.com platform. If Chiliz's massive spend pays off during the tournament, it will validate the model.