Kraken has inked a partnership with FIFA, becoming the first crypto exchange to sponsor the World Cup. The deal, announced this week, targets the 2026 tournament's global audience to boost crypto adoption and breathe new life into blockchain-based sports collectibles.
Why FIFA went crypto
FIFA's choice marks a big bet on digital assets at a time when many sports leagues have cooled on crypto sponsorships after the 2022-2023 bear market. By picking Kraken, the organization is signaling it wants a long-term partner rather than a short-term hype play. The exchange will likely offer World Cup-themed NFTs and other blockchain memorabilia, though specific products haven't been detailed yet.
The memorabilia push
Blockchain sports collectibles saw a surge during the 2022 World Cup in Qatar, but interest faded as the broader NFT market slumped. Kraken and FIFA are betting the 2026 tournament — the first to feature 48 teams — can reignite that spark. The goal is to make digital keepsakes feel less like speculative assets and more like official fan gear.
For Kraken, the partnership is a branding coup. The exchange has been fighting for market share against bigger rivals like Coinbase and Binance, and tying itself to the world's most-watched sporting event could drive new user sign-ups — especially in markets where soccer fandom runs deep. It also positions Kraken as the go-to exchange for sports-related crypto products, at least for now.
No financial terms were disclosed. The partnership runs through the 2026 World Cup, which is underway this month.
