Kraken Teams Up with FIFA for World Cup Cryptocurrency Push

Cryptocurrency exchange Kraken has partnered with FIFA to become the Official Crypto Exchange Supporter of the FIFA World Cup 2026. The seven-week tournament, set to run from June 11 through July 19, will feature 48 teams and 104 matches across 16 host cities in Canada, Mexico, and the United States.

The partnership aims to bring cryptocurrency exposure to a massive global audience, with over 6 billion people projected to watch the tournament. Kraken's co-CEO Arjun Sethi stated, 'Football has always crossed borders. So does crypto.' The deal extends Kraken's existing sports sponsorship portfolio, which includes partnerships with Tottenham Hotspur, Atlético de Madrid, RB Leipzig, and the Williams Racing F1 team.

Kraken will kick off its FIFA collaborations on June 10 with a multi-country countdown concert on the eve of the opening match. The exchange plans to offer 'fan-focused product experiences' throughout the tournament across North America and Europe.