FIFA and Kraken, one of the longest-standing cryptocurrency exchanges, announced a partnership on June 9, 2026 that makes Kraken the Official Crypto Exchange Supporter of the FIFA World Cup 2026. The deal positions a major digital asset platform alongside global sponsors including Adidas, Coca-Cola, Visa, and Hyundai-Kia for the seven-week tournament that kicks off today across 16 host cities in three countries.
What Happened
FIFA formally announced Kraken, powered by Payward, as the Official Crypto Exchange Supporter of the FIFA World Cup 2026 on June 9. The sponsorship spans the entire tournament from June 11 through July 19, covering 104 matches across 16 host cities in the United States, Canada, and Mexico — the first World Cup to be hosted by three nations simultaneously.
According to a FIFA media release, the partnership will see Kraken engage football fans through innovative activations and product offerings throughout the tournament. Financial terms were not disclosed. The 2026 edition is the first World Cup expanded to 48 teams, up from 32 in 2022, making it the largest in the tournament's history.
One of the first high-profile matches where Kraken branding will be on full display is Brazil vs Morocco, a Group C fixture scheduled for June 13 at 6 PM ET at MetLife Stadium in East Rutherford, New Jersey. The opening match of the tournament takes place today, June 11.
Why It Matters
This sponsorship marks the first time a cryptocurrency exchange has partnered directly with FIFA for the World Cup, signaling a major step in mainstream crypto adoption. Kraken joins FIFA's elite sponsor lineup alongside Adidas, Coca-Cola, Visa, and Hyundai-Kia — placing digital assets alongside traditional global brands.
The deal extends Kraken's existing sports sponsorship portfolio, which already includes Premier League club Tottenham Hotspur, Spanish side Atlético de Madrid, German club RB Leipzig, and the Atlassian Williams Racing Formula 1 team. The World Cup partnership, however, represents by far its largest stage, with the tournament expected to draw billions of viewers globally.
The timing is notable as the crypto market continues to mature, with institutional adoption growing and regulatory frameworks taking shape across North America and Europe — the two regions where Kraken's World Cup activations will focus. According to Yahoo Finance, the partnership will focus on raising awareness and driving adoption of crypto assets among football fans.
What's Next
Kraken has already launched a World Cup ticket giveaway for the tournament final, including flights and accommodation. Eligible customers can enter using the promo code FWC26 by signing up and verifying their accounts before July 9.
The 2026 World Cup runs from June 11 to July 19, with 48 teams competing across the USA, Canada, and Mexico. As the tournament progresses, Kraken's activations and product offerings are expected to roll out across host cities, bringing crypto exposure to one of the largest audiences in global sports.
For FIFA, the Kraken partnership demonstrates the governing body's willingness to embrace digital asset platforms at the highest level of the sport. For the crypto industry, it represents a breakthrough moment — putting a cryptocurrency exchange on the same sponsorship tier as century-old consumer brands in what analysts consider a milestone for crypto's journey into regulated finance.