England beat Croatia 4-2 today in a Group match at the 2026 World Cup, but off the pitch, cryptocurrency is stealing some of the spotlight. FIFA's partnership with exchange Kraken has put crypto branding and payment options front and center at the tournament, a move that could accelerate mainstream adoption — and, critics warn, open the door to more scams.
What the Kraken deal looks like on the ground
Kraken's logo is visible around stadiums and on digital boards. The exchange is also offering fans the ability to buy merchandise and food using crypto via Kraken Pay. It's the first time FIFA has tied a major crypto sponsor to the men's World Cup. The timing lines up with a broader push by sports leagues — from the NBA to Formula 1 — to bring crypto into the fan experience.
Why that matters for adoption
Global events like the World Cup reach billions of people. When a casual fan sees a crypto logo next to a national team crest, the association normalizes the asset class. Visa and Mastercard spent decades doing the same thing with credit cards. Crypto advocates see this as a shortcut to the kind of everyday use that's so far been elusive.
The other side of the coin
High-profile events also attract bad actors. Scams — fake giveaways, phishing sites mimicking tournament partners, even bogus ticket resellers claiming to accept crypto — tend to spike around major sporting events. FIFA hasn't announced any specific fraud-prevention measures tied to the Kraken partnership. That leaves a lot of the burden on fans to spot the fakes.
The tournament runs through mid-July. Whether FIFA and Kraken roll out any consumer warnings or security features before the knockout rounds is an open question.
