Kraken has been named the Official Crypto Exchange Supporter of the FIFA World Cup 2026, as the digital asset company looks to use one of the world’s biggest sporting events to boost awareness and adoption of crypto.
The partnership will see Kraken deliver fan-focused activations and product experiences throughout the tournament, which is expected to attract a cumulative global audience of more than six billion people across its seven-week run in Canada, Mexico and the United States.
Arjun Sethi, co-chief executive of Kraken and Payward, said the partnership represented an opportunity to showcase cryptocurrency to a global audience.
“Football is the one thing that moves the whole planet at once,” he said.
“Over seven weeks, six billion people will watch the same game, across every border and every language. Money should work the same way.
“Football has always crossed borders. So does crypto. 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.”
The FIFA World Cup 2026 will be the first edition of the tournament to feature 48 teams, with 104 matches taking place across 16 host cities.
The expanded competition is expected to be the largest World Cup in history.
Under the agreement, Kraken will launch a programme of fan engagement initiatives beginning with the FIFA World Cup 2026 Countdown Concert on 10 June.
The company said it plans to use the tournament to introduce football fans across North America and Europe to digital assets through a series of branded experiences and educational activations.
Romy Gai, Chief Business Officer at FIFA, said the partnership reflects the organisation’s focus on innovation and fan engagement.
“As we prepare to welcome the world to the biggest FIFA World Cup in history, we are delighted to partner with Kraken, an organisation that shares our commitment to innovation and technology,” he said.
“Together, we look forward to exploring new ways to connect supporters with the tournament.”
The sponsorship builds on Kraken’s wider sports marketing strategy, which includes partnerships with football clubs, Formula One teams and high-profile figures in sport. The company said these relationships form part of a broader effort to increase awareness, education and adoption of cryptocurrency among mainstream audiences.