Kraken signs FIFA World Cup 2026 partnership ahead of tourney kickoff
Kraken has become the official crypto exchange supporter of the FIFA World Cup 2026, giving it a major presence at the tournament. The partnership will include fan activations and product experiences during the event. The 2026 World Cup will be the largest in FIFA history, with 48 teams, 104 matches, and games across 16 cities in the US, Mexico, and Canada, drawing a projected global audience of more than 6 billion. The deal places Kraken alongside long-time FIFA sponsors such as Adidas, Coca-Cola, Visa, and Hyundai-Kia, and expands its growing sports sponsorship portfolio, which already includes Tottenham Hotspur, Atlético de Madrid, RB Leipzig, and Atlassian Williams Racing. The move reflects a broader return of crypto companies to major sports marketing after the post-FTX downturn, though activity has become more cautious. At the same time, prediction markets are increasing their sports presence through partnerships with UFC, MLS, and MLB.
