US crypto exchange Kraken said on Tuesday it has become the Official Crypto Exchange Supporter of the FIFA World Cup 2026™.
The partnership covers the tournament’s 16 host cities across Canada, Mexico and the USA. Kraken said the deal will focus on raising awareness and driving adoption of crypto assets among football fans across North America and Europe, with fan-focused activations and product experiences running throughout the seven-week tournament.
The campaign begins on Wednesday with the FIFA World Cup 2026™ Countdown Concert, a synchronized three-city event spanning Mexico City, Toronto and Los Angeles on the eve of the tournament’s opening match.
In comments published by Kraken, FIFA Chief Business Officer Romy Gai said: “We are delighted to partner with Kraken, an organization 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.”
The deal extends Kraken’s sports-led marketing strategy. The exchange already holds partnerships with Tottenham Hotspur FC, Atlético de Madrid, RB Leipzig and the Atlassian Williams Racing Formula 1 team.
