Cryptocurrency exchange Kraken has been named the Official Crypto Exchange Supporter of the FIFA World Cup 2026. The partnership was announced two days before the tournament begins and will run throughout the seven-week event. The deal extends Kraken’s existing sports sponsorship portfolio, which includes partnerships with several major European soccer clubs and a Formula 1 team.
The cryptocurrency exchange Kraken has secured a deal to become the Official Crypto Exchange Supporter of the FIFA World Cup 2026. The sponsorship was announced two days before the opening match and will span the entire seven-week competition.
The tournament is projected to draw a cumulative global audience of over six billion people. Kraken is betting this scale will provide significant exposure for its platform.
“Football has always crossed borders. So does crypto,” said Kraken co-CEO Arjun Sethi in a statement. “This isn’t a future concept. It’s here.”
The collaboration begins with a multi-city countdown concert on June 10. Kraken also plans fan-focused product experiences across North America and Europe during the tournament.
“We are delighted to partner with Kraken, an organization that shares our commitment to innovation and technology,” said FIFA Chief Business Officer Romy Gai. The deal extends Kraken‘s broader sports sponsorship strategy.
The exchange already holds partnerships with Tottenham Hotspur, Atlético de Madrid, RB Leipzig, and the Williams Racing F1 team. The announcement comes as law enforcement agencies warn fans of crypto scams targeting World Cup-related purchases.
In April, FIFA announced a separate partnership with ADI Predictstreet as the official prediction market platform. That platform is built on the ADI Chain network focused on the MENA market.
