The English football team's quarterfinal win over Norway has brought unexpected attention to Kraken's World Cup sponsorship. Following England's 2-1 victory, manager Thomas Tuchel criticized his own team's performance in a post-match interview, calling it 'sloppy' and the result 'lucky.'
The interview went viral, with millions of viewers seeing Kraken's branding as the Official Crypto Exchange Supporter of the 2026 World Cup. This is exactly what crypto marketing teams have been trying to achieve: getting their brand in front of a massive audience.
Kraken partnered with FIFA on June 9, aiming to boost fan engagement across North America and Europe, where the tournament will be held. The partnership marks a shift in how major crypto firms allocate their marketing budgets, competing for tier-one global sports placement instead of sponsoring niche events or podcast ads.