Kraken has secured a major sponsorship role as the official cryptocurrency exchange for the FIFA World Cup 2026, marking a significant return of crypto firms to global sports events. The deal gives Kraken a high-profile platform during the expansive tournament, which will feature 48 teams competing in 104 matches across the United States, Mexico, and Canada.
The tournament is expected to draw a global audience of over six billion viewers, making it the largest World Cup in history. Kraken’s involvement includes fan activations and interactive product experiences planned throughout the event, positioning the exchange alongside long-standing FIFA partners such as Adidas, Coca-Cola, Visa, and Hyundai-Kia.
This partnership represents an expansion of Kraken’s sports marketing strategy, complementing existing sponsorships with notable teams and organizations including Tottenham Hotspur, Atlético de Madrid, RB Leipzig, and the Formula 1 team Williams Racing. The World Cup’s kickoff match will take place at Estadio Azteca in Mexico City, opening with Mexico against South Africa.
Following a period of cooling in crypto sports sponsorship after the 2022 market downturn and FTX collapse, Kraken’s deal signals renewed confidence in the sector’s involvement with major sports leagues. Previous crypto advertiser presence in high-profile games—including Coinbase, FTX, Crypto.com, and eToro during Super Bowl LVI—had diminished but now shows signs of revival with more measured approaches.
Alongside exchanges like Kraken, prediction market platforms have also ramped up sports partnerships. Polymarket, a blockchain-based prediction market, has recently become the official partner of UFC, Major League Soccer, and Major League Baseball, integrating real-time betting data into sports broadcasts while maintaining regulatory agreements.
FIFA’s commercial lineup further includes blockchain-backed prediction services such as ADI Predict, supported by Abu Dhabi institutions, highlighting the growing intersection of crypto, blockchain, and sports entertainment on the world stage.