Kraken Becomes First Crypto Exchange to Partner with FIFA's World Cup

The World Cup has brought attention to the intersection of crypto and sports, particularly with Kraken's historic deal as FIFA's official crypto exchange partner. The partnership makes it the first time a cryptocurrency exchange has secured an official relationship with the tournament.

The partnership highlights the renewed activity in crypto-sports sponsorships following a downturn that wiped out earlier deals. Since 2024, soccer has accounted for a significant share of these sponsorships.

One token closely tied to sponsorship-driven engagement is CHZ. It powers a fan engagement platform that allows supporters to vote on minor club decisions and participate in tokenized experiences tied to their national teams.