Overview
- Kraken has been designated as the Official Crypto Exchange Supporter for the FIFA World Cup 2026.
- The partnership launches with a countdown concert across multiple cities starting June 10, along with fan engagement activities during the tournament.
- This agreement is part of Kraken's extensive sports sponsorship initiatives, which also include alliances with Tottenham Hotspur, Atlético de Madrid, RB Leipzig, and the Williams Racing F1 team.
The cryptocurrency platform Kraken has formalized a partnership with FIFA to serve as the Official Crypto Exchange Supporter for the upcoming FIFA World Cup 2026, as announced by both organizations on Tuesday.
This sponsorship, revealed just two days prior to the start of the global soccer event, will cover the seven-week duration from June 11 to July 19. The financial specifics of the agreement have not been made public.
This World Cup marks a historic moment as it will feature 48 teams and 104 matches held across 16 cities in Canada, Mexico, and the United States, with an anticipated global viewership exceeding 6 billion. Kraken is optimistic that this exposure will significantly benefit its platform.
Arjun Sethi, co-CEO of Kraken, stated, "Football has always crossed borders. So does crypto. For most of history, the best markets were open only to the few. The FIFA World Cup 2026 is where we show everyone else what they've been missing: an open, borderless financial system that anyone can join with a phone in their pocket. This isn't a future concept. It's here."
Kraken's initiatives related to FIFA will commence with a multi-city concert on the eve of the tournament's opening match. Founded in 2011 and operating in over 190 countries, the San Francisco-based exchange also intends to offer fan-centric experiences throughout North America and Europe during the event.
FIFA's Chief Business Officer, Romy Gai, remarked, "Innovation has always played a central role in how FIFA evolves and enhances the fan experience. As we prepare to welcome the world to the biggest FIFA World Cup in history, we are delighted to partner with Kraken, an organization that shares our commitment to innovation and technology."
This latest announcement bolsters Kraken's existing sports sponsorships, which already encompass partnerships with clubs like Tottenham Hotspur, Atlético de Madrid, RB Leipzig, and the Williams Racing Formula 1 team.
The Kraken sponsorship is announced amid warnings from law enforcement about potential crypto scams aimed at soccer fans seeking to buy World Cup tickets or merchandise.
In a separate announcement in April, FIFA disclosed a partnership with ADI Predictstreet, which operates on the ADI Chain network targeting the Middle East/South Africa (MENA) region, designating it as the official prediction market platform for the tournament.