Kraken has been named the official crypto exchange of the 2026 FIFA World Cup as the tournament begins across Canada, Mexico and the United States.

The partnership places one of the crypto industry’s longest-running exchanges in front of a global football audience during one of the world’s biggest sporting events.

The 2026 tournament is being staged in 16 cities, giving Kraken a major platform to promote crypto adoption alongside World Cup fan engagement.

Kraken is using the campaign to connect football supporters with crypto users by comparing loyal fans with long-term digital asset holders.

“Some watch every match; some only the ones that matter. Some are ride-or-die for one team — every win, every heartbreak, for life. Others just…