FIFA names Kraken as Official Crypto Exchange Supporter for 2026 World Cup
FIFA has signed Kraken as an Official Crypto Exchange Supporter for the FIFA World Cup 2026, adding a regulated fintech brand to its sponsor roster as it builds fan engagement programmes across 16 Host Cities.
FIFA has appointed Kraken as the Official Crypto Exchange Supporter of the FIFA World Cup 2026, giving the cryptocurrency platform a tournament-wide activation platform across Canada, Mexico and the United States.The deal is commercially significant as FIFA continues to broaden its technology and finance partner mix for an expanded 48-team World Cup, with sponsors targeting mass audiences and always-on digital engagement across a seven-week event window.FIFA chief business officer Romy Gai said: “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 organisation that shares our commitment to innovation and technology. "Together, we look forward to exploring new ways to connect supporters with the tournament, creating memorable experiences that bring fans closer to the game and the moments that make the FIFA World Cup so special.”FIFA said Kraken will support fan engagement initiatives across all 16 Host Cities, with activations and product experiences aimed at connecting supporters with the tournament “in new and engaging ways”.Kraken’s tournament programming begins on June 10 with the FIFA World Cup 2026 Countdown Concerts, a multi-country, multi-city event scheduled on the eve of the opening match.Kraken Co-CEO Arjun Sethi said: “Football is the one thing that moves the whole planet at once. 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.“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.”FIFA positioned the partnership as part of its wider push to enhance the fan experience through technology-led initiatives, with the 2026 edition expected to deliver 104 matches across three countries.Kraken said the agreement builds on its growing presence in global sport, with the platform aiming to use football’s scale to introduce its products and services to fans in North America and Europe.