The 2026 FIFA World Cup was a logistical behemoth that drew in 1,039 players from 48 nations across 16 venues. The tournament generated immense global attention and crypto companies took notice.
Kraken secured the title of Official Crypto Exchange Supporter, putting its brand in front of the largest single sporting audience on the planet. The partnership extended beyond logo placement to include fan activations and product integrations throughout the tournament.
Avalanche made a more technically interesting move by powering FIFA's ticketing system with its blockchain. This aimed to reduce scalping by issuing and tracking tickets on-chain, making it harder for bots and resellers to flip seats at multiples of face value.