FIFA's 2026 World Cup is underway, and crypto is front and center. Kraken has signed on as an official sponsor, the exchange confirmed this week. The tournament also features a lineup of Avalanche-based digital collectibles, while CHZ fan tokens surged 28% as the opening whistle blew.
Kraken's World Cup play
Kraken becomes the first crypto exchange to sponsor a FIFA World Cup. The deal covers branding across stadiums and digital assets tied to the tournament. Neither side disclosed financial terms, but the partnership signals how far crypto has come in mainstream sports marketing. Just a few years ago, such a deal would have been unthinkable for a global event like this.
Avalanche collectibles go live
FIFA is rolling out official World Cup collectibles on the Avalanche blockchain. Fans can buy, trade, and showcase digital mementos from matches. The move follows similar experiments with NFTs in previous tournaments, but this is the first time FIFA has anchored a full collectibles program on a single chain. Avalanche's fast finality and low fees make it a practical choice for high-volume drops.
CHZ tokens rally at kickoff
Chiliz's CHZ token, the fuel for fan token platforms, jumped 28% as the tournament opened. The rally likely reflects anticipation around fan engagement tokens for national teams. Several squads have issued their own CHZ-based tokens, giving holders voting rights on minor club decisions and access to exclusive content. The timing isn't accidental — World Cup buzz tends to lift the whole fan token sector.
Kraken's sponsorship runs through the final in August. The exchange plans to run on-site activations and digital campaigns. Meanwhile, the Avalanche collectibles marketplace will update with new drops after each knockout round. Whether the CHZ rally holds depends on how actively fans use those tokens during the tournament. The next big test comes with the round of 16.
