The FIFA World Cup 2026 has reached its final stages, but for the crypto industry, the real excitement was weeks ago when Kraken secured a landmark deal with FIFA.
On June 9, just two days before the tournament's start, FIFA announced Kraken as the Official Crypto Exchange Supporter of the 2026 World Cup. This title may sound bureaucratic, but it means a crypto-native company is embedded in the biggest single sporting event on Earth, reaching billions of eyeballs across every continent.
Kraken's partnership spans activations across all 16 host cities in the United States, Canada, and Mexico, the three nations co-hosting the first-ever 48-team World Cup. The campaign launched with the FIFA World Cup 2026 Countdown Concert series on June 10, one day before the opening match.
Kraken rolled out educational initiatives and digital fan engagement programs designed to introduce casual sports viewers to crypto concepts. With an expanded 48-team format, this means more games, host venues, and total viewership than any previous World Cup, directly translating into more impressions for Kraken's brand across a tournament window stretching from June 11 to July 19.