The deal aims to leverage the tournament’s projected 6 billion global viewers to boost Kraken’s platform visibility.
Cryptocurrency exchange Kraken has been named the Official Crypto Exchange Supporter of the FIFA World Cup 2026. The partnership, announced ahead of the tournament’s June 11 kickoff, spans the seven-week event across 16 host cities in North America.
The World Cup 2026 will feature 48 teams and 104 matches, with organizers projecting a cumulative global audience exceeding 6 billion. Kraken’s sponsorship aligns with its broader sports marketing strategy, which includes partnerships with top football clubs and Formula 1 teams.
Financial details of the deal were not disclosed. Kraken co-CEO Arjun Sethi emphasized the event’s potential to showcase crypto’s accessibility, calling it a borderless financial system already in place.