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Kraken is using the FIFA World Cup 2026 to put its brand in front of one of the largest audiences in global sport after becoming the tournament’s official crypto exchange supporter in North America and Europe. The partnership gives the exchange access to a competition FIFA expects to attract more than six billion viewers worldwide, extending Kraken’s reach far beyond its existing crypto user base.
Kraken announced the deal on X on June 9 as it seeks to expand crypto awareness beyond its existing customer base. The agreement will see the exchange participate in fan engagement campaigns and product activations throughout the tournament.
The partnership comes as major crypto firms become more selective about large sponsorship deals. Many companies pulled back from aggressive sports marketing after the collapse of FTX in late 2022.
We’re proud to announce Kraken is the Official Crypto Exchange Supporter of the @FIFAWorldCup 2026™ in North America & Europe.
One global stage.
For every kind of fan.
For every way into crypto. pic.twitter.com/5jTsykzDDJ— Kraken (@krakenfx) June 9, 2026
The 2026 FIFA World Cup will be the largest edition of the tournament to date, featuring 48 teams, 104 matches, and 16 host cities across the United States, Canada, and Mexico. FIFA projects a cumulative audience exceeding six billion viewers during the competition’s seven-week run.
For Kraken, the partnership places its brand in front of millions of football fans who may have little or no prior interaction with crypto exchanges. The company said it plans to roll out fan activations during the tournament aimed at increasing awareness of digital assets among football audiences.
Kraken Co-CEO Arjun Sethi said the World Cup presents an opportunity to showcase crypto to a global audience, comparing the borderless nature of digital assets with football’s ability to connect people across countries and cultures.
The deal adds to signs that major crypto firms are returning to sports sponsorships after pulling back following FTX’s collapse. During the 2021–2022 bull market, exchanges spent heavily on sponsorships and celebrity partnerships before sharply reducing marketing budgets in the aftermath.
Kraken remained active in sports through partnerships with Tottenham Hotspur, Atlético de Madrid, RB Leipzig, and the Atlassian Williams Racing Formula One team. The FIFA World Cup, though, represents a much larger platform than any of those individual agreements.
The partnership is ultimately a brand-building play rather than a product launch or market catalyst. Large sporting events remain one of the few channels capable of reaching audiences across multiple regions at the same time, which helps explain why crypto companies continue to pursue them despite higher costs and increased scrutiny.
FIFA’s 2026 tournament runs from June 11 to July 19 and is expected to engage fans across six continents, providing Kraken with exposure across one of the most widely watched sporting events in the world.
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