FIFA: Kraken (crypto) official supporter of the 2026 World Cup in North America and Europe

Cryptocurrency trading platform Kraken has become an official supporter of the 2026 World Cup for North America and Europe, FIFA announced on 9 June 2026.

This partnership will be launched on the eve of the tournament’s kick-off, on Wednesday 10 June, during the "Countdown Concerts" series organised by FIFA in several cities across the three host countries (Canada, the United States and Mexico). "The concerts will mark the opening chapter of Kraken’s tournament-wide fan programming," FIFA said. With this agreement, the brand aims, in particular, to familiarise the public with the cryptocurrency industry.

Kraken is the 11^th brand to sign up as an official supporter, and the third in the tournament's sponsorship hierarchy, behind the FIFA partners and official sponsors. This agreement strengthens the brand's football sponsorship strategy, which already features as a sleeve sponsor of Club Atlético de Madrid (LALIGA EA Sports), RB Leipzig (Bundesliga) and Tottenham Hotspur FC (Premier League) in 2025-26.