Crypto
Kraken’s FIFA deal: Crypto’s first world cup
On June 9, 2026, FIFA announced Kraken, through its parent company Payward, as the Official Crypto Exchange Supporter of the FIFA World Cup 2026.
Key takeaways
- Kraken became FIFA's first official crypto exchange supporter, marking the first time a crypto exchange has joined the tournament's official partner ecosystem.
- The sponsorship reflects a more regulated and compliance-focused approach to crypto sports marketing following high-profile failures in 2021 and 2022.
- Kraken's Supporter tier typically carries regional rather than fully global rights packages, concentrating on North America and Europe.
On June 9, 2026, FIFA announced Kraken, through its parent company Payward, as the Official Crypto Exchange Supporter of the FIFA World Cup 2026. This marks the first time in the tournament's nearly 100-year history that a crypto exchange has joined its official partner ecosystem. Kraken enters as a third-tier Supporter, focusing its activation footprint on North America and Europe to drive fan engagement, education, and user onboarding.
By the numbers
- 6B
- Projected cumulative viewers for the World Cup
- 16
- Host cities across North America
- 48
- Teams competing in the tournament
- 104
- Matches scheduled in the tournament
- $1.76M
- Prediction market wagers drawn by Panama fixture
How it unfolded
- Kraken is founded
- Kraken begins Formula 1 arrangement with Williams Racing
- FIFA announces Kraken as Official Crypto Exchange Supporter
- The World Cup tournament concludes
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