Kraken Secures FIFA World Cup Sponsorship Amid Growing Crypto Sports Footprint

Kraken has secured its position as the Official Crypto Exchange Supporter for the 2026 FIFA World Cup, marking the first time a digital asset platform has held such a designation at the tournament.

The deal positions Kraken alongside blockchain infrastructure providers Avalanche and Chainlink, which are involved in collectibles and fan interaction features for the upcoming competition.

Avalanche and Chainlink's involvement in collectibles and fan engagement features aims to put blockchain technology directly into fans' hands. This strategy mirrors what the NBA achieved with Top Shot, where millions of users minted and traded NFT highlights without necessarily identifying as 'crypto people.'