TL;DR
- Kraken, one of the world’s oldest and most trusted crypto platforms, becomes the Crypto Exchange Official Supporter of the 2026 FIFA World Cup™
- The partnership will bring fan-focused activations and product experiences to fans across the tournament. 16 host cities in Mexico, Canada and the United States, with a six billion fans globally engaged
- Kraken brings over a decade of reliable crypto investing infrastructure to football fans, as the global game and the world’s most open financial system share the same stage
We are delighted to announce that we have become the official Crypto Exchange supporter of the 2026 FIFA World Cup™.
Football has always crossed borders, united cultures and been embraced by all generations, regardless of their origins or geography. Likewise, digital technologies have helped create new ways for people to connect and participate in a more global and accessible economy.
The 2026 FIFA World Cup™ is a unique opportunity for these worlds to come together, and Kraken will harness the power of football to engage fans in new and innovative ways throughout the tournament.
As one of the world’s largest and oldest cryptocurrency platforms, we have spent over a decade creating trusted access to digital asset markets for clients in over 190 countries.
This partnership brings this infrastructure to one of the greatest sporting events in history. The 2026 FIFA World Cup™ will be the first-ever edition of the 48-team tournament, hosted in three countries (Canada, Mexico and the United States) and featuring 104 matches across 16 host cities.
It is expected to reach a cumulative global audience of more than six billion people over its seven-week run, from Thursday June 11 to Sunday July 19.
Arjun Sethi, co-CEO of Kraken and Payward: “Football is the only thing that moves the entire planet at once. For seven weeks, six billion people will watch the same game, across all borders and languages. Money should work the same way. Football has always crossed borders. So have cryptocurrencies. For most of history, the best markets were only open to a few. The 2026 FIFA World Cup is where we show everyone what they’ve been missing : an open, borderless financial system that everyone can join with a phone in their pocket It’s not a future concept. It’s here.
Romy Gai, FIFA commercial director: “Innovation has always played a central role in how FIFA evolves and improves the fan experience. As we prepare to welcome the world to the biggest FIFA World Cup in history, we are thrilled to partner with Kraken, an organization that shares our commitment to innovation and technology. Together, we look forward to exploring new ways to connect fans to the tournament, creating memorable experiences that bring fans closer to the game and the moments that make the FIFA World Cup so special.”
Bringing crypto to global gaming
Kraken’s partnership with the 2026 FIFA World Cup™ will begin on June 10 with the 2026 FIFA World Cup™ Countdown Concert, a historic multi-country, multi-city event on the eve of the tournament’s historic opening match.
The concert marks the first chapter of the Kraken’s tournament-wide fan programming, introducing hundreds of millions of fans across North America and Europe to a more open, accessible and globally connected financial system through the common language of soccer.
Throughout the 2026 FIFA World Cup™, Kraken will deliver a series of fan-facing product experiences across North America and Europe, designed to introduce digital assets to new audiences while deepening the connection between football culture and financial participation.
The partnership also builds on Kraken’s established strategy of aligning with world-class sporting organizations and cultural figures to promote crypto awareness, education and adoption. Through ongoing global partnerships with Tottenham Hotspur FC, Atlético Madrid, RB Leipzig, Formula 1 team Atlassian Williams Racing and cultural figures such as Fabrizio Romano and Lukas Podolski, Kraken has developed a fan-centric playbook that introduces new audiences to digital assets while deepening their connection to the sports they love.
