Kraken Teams Up with FIFA as Crypto Involvement in Sports Hits New Heights

Kraken's recent partnership with FIFA marks a significant milestone for cryptocurrency in the sports industry. The exchange became FIFA's Official Crypto Exchange Supporter on June 9, 2026, just before the World Cup kicked off across the US, Canada, and Mexico.

The deal puts Kraken's brand in front of billions of viewers worldwide, with an estimated cumulative audience of over 5 billion people tuning into the previous World Cup in Qatar. This is a major opportunity for the exchange to increase its visibility and reach a wider audience.

But this isn't the only sign that cryptocurrency is gaining traction in sports. Chainlink has also partnered with FIFA, engaging in collaborations tied to fan engagement initiatives for the 2026 tournament.