FIFA has named Kraken as the official crypto asset exchange sponsor of the 2026 FIFA World Cup, strengthening the role of digital finance within one of the world’s largest sporting events.
The agreement will see Kraken act as the tournament’s official cryptocurrency exchange partner, with the company planning fan activations, content and experiences across the competition.
Kraken, which operates in more than 190 countries, say the partnership will allow it to use the World Cup’s global reach to build awareness of crypto assets among football fans. The agreement is expected to begin with the 2026 FIFA World Cup Countdown Concert, acting as the launch point for Kraken’s tournament activity.
FIFA says technology and innovation will form part of the fan experience at the expanded tournament, while Kraken says football and crypto shared a global and borderless character.
The deal adds to Kraken’s existing sports sponsorship portfolio. The company already has agreements with Atlético Madrid, Tottenham Hotspur, RB Leipzig and Williams Racing in Formula 1.
For FIFA, the partnership continues the organisation’s commercial expansion into digital finance and technology categories. For Kraken, the World Cup provides one of the largest global stages in sport at a time when crypto firms are rebuilding mainstream visibility after a volatile period for the sector.
This agreement underlines the continuing convergence of sport, digital assets and fan engagement. Major sports bodies are increasingly using crypto, blockchain and fintech partnerships to create new sponsorship categories, while exchanges are turning to elite sport to build consumer trust, brand recognition and international reach.
