Kraken announced on Tuesday its partnership with FIFA World Cup 2026 as the Official Crypto Exchange Supporter, targeting a projected six billion viewers. The 48-team tournament, starting June 11 across 16 host cities in North America, aims to raise crypto awareness through fan activations, product experiences, and education. However, no crypto firm appears on the official FIFA sponsor roster; supporter-level deals like this remain the industry's main entry. The UK's Financial Conduct Authority issued a crypto sponsorship warning to teams days before kickoff. Kraken Co-CEO Arjun Sethi emphasized the deal's alignment with open financial access. Additionally, nearly 180,000 resale tickets have surfaced, with median prices dropping 20% and some listings below face value, raising concerns over empty stadiums. Kraken also has partnerships with Tottenham Hotspur, Atlético de Madrid, and others, amid a wider sports marketing revival as Kraken pursues a public listing at a $13.3 billion valuation.

Key facts

• Kraken becomes FIFA World Cup 2026's first official crypto supporter targeting 6 billion viewers.
• Partnership includes fan activations, product experiences, and crypto education during the 7-week tournament.
• UK FCA issued a crypto sponsorship warning to teams days before the World Cup kickoff.
• Nearly 180,000 resale tickets appeared with median prices dropping 20% month-on-month.
• Kraken also holds partnerships with Tottenham Hotspur, Atlético de Madrid, and Williams Racing.