FIFA agrees Kraken World Cup partnership
FIFA has appointed Kraken as Official Crypto Exchange Supporter for the 2026 FIFA World Cup.
FIFA has entered into a partnership with cryptocurrency platform Kraken, which will serve as official crypto exchange supporter for the 2026 FIFA World Cup.
The agreement includes fan engagement activity across the tournament, with initiatives planned in host cities in the United States, Canada and Mexico, as well as digital activations targeting audiences in Europe, including the UK.
Kraken will support fan-focused programmes linked to the tournament schedule, including activity around the opening phase of the competition. The company provides cryptocurrency trading infrastructure and services to users in multiple markets, including the UK, where crypto regulation continues to evolve under Financial Conduct Authority oversight.
The 2026 FIFA World Cup will be the first to feature 48 teams and will take place across 16 host cities. The expanded format reflects FIFA’s broader commercial strategy to increase global reach and create additional opportunities for partners across international markets.
The agreement adds to the use of cryptocurrency and digital asset companies in sports sponsorship, including within football, where partnerships have increased across clubs and competitions in recent years.
FIFA’s Chief Business Officer Romy Gai said, “Innovation has always played a central role in how FIFA evolves and enhances the fan experience. As we prepare to welcome the world to the biggest FIFA World Cup in history, we are delighted to partner with Kraken, an organisation that shares our commitment to innovation and technology. Together, we look forward to exploring new ways to connect supporters with the tournament, creating memorable experiences that bring fans closer to the game and the moments that make the FIFA World Cup so special.”
