The 2026 FIFA World Cup kicked off with 48 teams, three host nations, and something no previous tournament has had: an official crypto exchange sponsor. As Spain prepares to face Saudi Arabia and Belgium lines up against Iran on June 21, the real story for crypto investors isn’t on the pitch. It’s in the infrastructure being built around it.

Kraken became the first crypto exchange to secure an official FIFA World Cup sponsorship, announced on June 9, 2026. The deal positions the exchange as the “Official Crypto Exchange Supporter” of the tournament, facilitating fan experiences across North America and Europe.

Fan tokens, blockchain tickets, and the new sports economy

Belgium’s football association…