Kraken has inked a deal with FIFA to become the soccer governing body's first crypto exchange partner. The announcement lands just hours before the 2026 World Cup kicks off with England taking on Croatia in the group stage opener. It's a big get for Kraken — and a signal that FIFA is willing to bring digital assets into the fold of its global commercial operation.
First of its kind
The partnership makes Kraken the exclusive crypto exchange for FIFA's men's World Cup. Terms weren't disclosed, but the deal covers the tournament currently underway in the United States, Canada and Mexico. FIFA has long stacked its sponsorship roster with traditional finance names — Visa, Mastercard, Alipay. Adding a crypto exchange marks a new lane.
Kraken isn't new to sports tie-ups. It has deals with the Williams Formula One team and the San Jose Sharks. But the FIFA pact is its biggest stage yet.
Opening match
The timing isn't accidental. England vs. Croatia is the tournament's first match, scheduled for later today. The World Cup draws billions of viewers worldwide, and Kraken will be visible across digital and on-site branding throughout the event. The exchange hasn't detailed specific fan activations, but the partnership is expected to include crypto payment options for merchandise and potentially fan tokens down the road. For now, the focus is on getting the brand in front of a global audience as the tournament begins.
Whether this sparks a wave of similar deals across other major sports remains to be seen. But FIFA has made its move. The World Cup is underway, and Kraken is on the pitch.
