Crypto Firms Kick Off Historic World Cup Sponsorship Deal

The 2026 FIFA Men's World Cup kicked off in Toronto on June 12th, marking a historic moment for Canada as it hosts its first-ever match. The Canadian team faced Bosnia and Herzegovina at BMO Field, finishing with a 1-1 draw thanks to Cyle Larin's goal.

The tournament spans 104 matches across three host nations: Canada, Mexico, and the United States, from June 11th to July 19th. This is the first time the World Cup has expanded to 48 teams, a significant change from the 32 teams in the 2022 Qatar tournament.

Toronto will host six matches, making it a key venue for the Canadian leg of the competition. Meanwhile, several crypto firms have lined up as sponsors, with Kraken taking on the role of Official Crypto Exchange Supporter.

The partnership is not just about short-term token price action; Kraken aims to acquire new customers through this sponsorship, given the massive global audience expected for the tournament. Fan tokens, pioneered by Chiliz's Socios.com platform, tend to see trading volume spikes during major sporting events like this one.