This World Cup, the first to feature an expanded 48-team format, has also become the largest experiment in marrying blockchain technology with live global sports.

FIFA’s crypto strategy for 2026 rests on two pillars. The first is Kraken, which holds the title of official crypto exchange for the tournament. The exchange has been running promotions tied to match days since mid-June, positioning itself as the go-to on-ramp for fans who want to engage with the tournament’s digital layer.

The second pillar is the FIFA Blockchain itself, built on Avalanche. This is the infrastructure powering FIFA Collect, the platform where fans can buy, sell, and trade digital collectibles tied to the tournament. The collectibles are dynamic NFTs that can…