Kraken became the Official Crypto Exchange Supporter of the FIFA World Cup 2026, focusing on fan activations and product experiences across North America and Europe throughout the tournament’s seven-week run. The partnership launches on June 10 with a multi-country, multi-city Countdown Concert on the eve of the opening match.

The deal expands Kraken’s existing sports portfolio, which includes Tottenham Hotspur, Atlético de Madrid, RB Leipzig and the Atlassian Williams Racing F1 team. Fan-focused digital asset experiences throughout the tournament are designed to introduce new audiences to crypto through football culture across Kraken’s network in more than 190 countries.

As the first 48-team FIFA World Cup, projected to reach six…