Kraken Named Official Crypto Partner for World Cup 2026

Cryptocurrency exchange Kraken has been named the Official Crypto Partner of the FIFA World Cup 2026. The partnership starts with a multi-city countdown concert on June 10 and includes fan experiences during the tournament, which runs June 11–July 19.

The agreement covers the seven-week event that will feature 48 teams and 104 matches across 16 host cities in the United States, Canada and Mexico. FIFA projects the tournament could reach a cumulative global audience of more than 6 billion people.

Kraken and FIFA announced the deal two days before the tournament’s opening match. Financial terms were not disclosed.

Kraken said its activation will include the June 10 concert and a program of fan-focused product experiences across North America and Europe throughout the competition.

Kraken co-CEO Arjun Sethi commented in a statement: “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.”

Romy Gai, FIFA’s chief business officer, welcomed the partnership and said the organization aims to use technology and innovation to enhance the fan experience for the expanded tournament.

Founded in 2011 and operating in more than 190 countries, Kraken has been expanding its sports sponsorships to increase brand visibility. Current commercial partners include Tottenham Hotspur, Atlético de Madrid, RB Leipzig and the Williams Racing Formula 1 team.

FIFA has added other commercial and digital offerings for 2026. In April the governing body named ADI Predictstreet as the official prediction market partner; the platform will allow fans to forecast match outcomes, tournament statistics and standout players across the 104 matches.

Law enforcement agencies have warned fans to be cautious about cryptocurrency-related scams targeting people seeking World Cup tickets or official merchandise. FIFA and its commercial partners did not provide financial details of the Kraken agreement.