FIFA has strengthened the commercial portfolio of the FIFA World Cup 2026 by naming cryptocurrency platform Kraken as the tournament’s official crypto exchange supporter, marking one of the most significant digital asset partnerships associated with global sport’s biggest event.
The agreement brings Kraken into FIFA’s expanding roster of World Cup sponsors and supporters as the tournament unfolds across the United States, Canada and Mexico. The partnership will see the cryptocurrency exchange activate throughout the competition with fan engagement initiatives, digital experiences and educational campaigns aimed at introducing supporters to the evolving world of digital finance.
Kraken’s presence will extend across all 16 host cities, with the company leveraging the tournament’s global reach to showcase its platform to football audiences worldwide. The partnership also includes involvement in FIFA’s World Cup 2026 Countdown Concert Series, which forms part of the build-up to the tournament.
The announcement underscores the growing convergence between sport and digital assets, as major rights holders continue to explore new technologies and commercial categories capable of engaging younger, digitally native audiences. FIFA has increasingly embraced blockchain-based innovation in recent years through digital collectibles, fan engagement products and technology-focused commercial partnerships.
FIFA’s Chief Business Officer Romy Gai said, “Innovation has always played a central role in how FIFA evolves and enhances the fan experience. As we prepare to welcome the world to the biggest FIFA World Cup in history, we are delighted to partner with Kraken, an organisation that shares our commitment to innovation and technology. Together, we look forward to exploring new ways to connect supporters with the tournament, creating memorable experiences that bring fans closer to the game and the moments that make the FIFA World Cup so special.”
Payward and Kraken Co-CEO Arjun Sethi added, “Football is the one thing that moves the whole planet at once. Over seven weeks, six billion people will watch the same game across every country and every language. Money should work the same way. 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.”
For Kraken, the agreement represents a landmark sponsorship investment and provides a platform to engage with one of the largest audiences in global entertainment. The exchange operates in more than 190 countries and has steadily expanded its sports marketing portfolio through partnerships with Williams Racing, Tottenham Hotspur, Atlético de Madrid and RB Leipzig.
The partnership further diversifies FIFA’s commercial programme, which already features global brands including AB InBev, Salesforce, Unilever, Betano, Dr Squatch and Saudi Arabia’s Public Investment Fund. With billions of viewers expected to follow the tournament worldwide, the World Cup offers Kraken an unparalleled platform to build brand awareness and accelerate mainstream adoption of digital finance on a global scale.
