Kraken Scores Big in First-Ever Crypto Sponsorship Deal with FIFA

Canada's men's national soccer team was eliminated from the 2026 FIFA World Cup after a 3-0 loss to Morocco in the Round of 16 at Houston's NRG Stadium. This stung, but their tournament performance was anything but disappointing, given that they had never won a knockout-stage match before this summer.

Kraken made history as FIFA's first crypto exchange sponsor with its partnership, which included ticket giveaways and prominent branding throughout the tournament. The deal marked a significant move for crypto brands in mainstream sports.

Canada opened their group stage with a 1-1 draw against Bosnia and Herzegovina on June 12. They then demolished Qatar 6-0, but a subsequent loss to Switzerland complicated their path. A win over South Africa secured Canada's first-ever World Cup knockout-stage victory, a momentous occasion for the team.

Coach Jesse Marsch emphasized that this marked a beginning rather than an ending for the team, with his contract extended through the 2030 World Cup. The absence of any crypto token launches or digital sponsorships tied to their performance is telling - national federations remain cautious about crypto partnerships due to regulatory and reputational risks.