FIFA World Cup Knocks Out Traditional Sponsorships for Crypto Partnerships

The 2026 FIFA World Cup knockout phase is about to kick off on June 28, marking a three-week sprint to the final on July 19 at MetLife Stadium. The Round of 32 starts on June 28 and runs through July 3, with a record 48 teams competing across 104 matches in Canada, Mexico, and the United States.

FIFA has made a deliberate pivot toward crypto-native audiences by partnering with Kraken as its first Official Crypto Exchange Supporter. This move represents infrastructure-level involvement rather than launching speculative assets like fan tokens or a FIFA-issued token.

On the other hand, Chiliz, behind Socios.com and its portfolio of fan tokens, has generated over $700 million in ecosystem revenue. These tokens let holders vote on minor club decisions, access exclusive content, and participate in gamified experiences.