Crypto exchange Kraken has signed an official partnership with FIFA for the 2026 World Cup. The deal will promote digital asset adoption through fan activations and product experiences at the tournament. This marks the first time the World Cup will feature 48 teams, a major expansion for the global event.
What the partnership includes
Kraken will run fan activations and product experiences during the 2026 World Cup, though specific details haven't been announced yet. The exchange aims to introduce digital assets to a massive global audience. FIFA's World Cup regularly draws billions of viewers worldwide, making it one of the most-watched sporting events on the planet.
The 2026 tournament will be the first to feature 48 national teams, up from 32. That means more matches, more fans, and — for Kraken — a bigger stage to showcase crypto. The company hasn't said which products or services it will highlight, but the focus is on adoption.
Kraken's push into sports
This isn't Kraken's first sports partnership, but it's by far the biggest. The exchange has sponsored esports teams and events in the past. Teaming up with FIFA puts Kraken directly in front of a mainstream, non-crypto audience. The move signals that the company sees the World Cup as a way to break out of the crypto bubble and reach everyday fans.
Financial terms of the partnership weren't disclosed. Kraken and FIFA said only that the deal covers fan experiences and product activations. The 2026 World Cup will be hosted across the United States, Canada, and Mexico — three countries where crypto adoption has grown steadily.
What comes next
Kraken and FIFA will likely roll out more details in the months ahead. The tournament doesn't kick off until 2026, so there's plenty of time to plan specific activations. For now, the partnership is in place, and the crypto industry will be watching to see how it plays out.
