Kraken has become the first-ever crypto exchange supporter of FIFA's World Cup, marking a significant milestone for the industry. This designation is part of FIFA's expanded sponsorship structure, which includes top-tier partners and supporters.
The partnership was announced on June 9, just in time for the start of the tournament. With an estimated 5 billion viewers tuning in to watch the 2022 World Cup in Qatar, the reach of this event is unparalleled. Companies like Coca-Cola and Adidas have been FIFA partners for decades, but no crypto exchange has held top-tier global partner status, until now.
Kraken's role as a supporter means it will engage with fans through various initiatives, including the FIFA World Cup 2026 Countdown Concert series. This marks a significant step forward for the industry, which has faced challenges in recent years following the FTX collapse.