FIFA World Cup 2026 Kicks Off With Kraken as Official Crypto Sponsor

The FIFA World Cup 2026 begins today, June 11, with two Group A matches at Estadio Azteca and Estadio Akron in Mexico. The expanded 48-team tournament runs through July 19 across three host nations: the United States, Canada, and Mexico.

More interesting for crypto markets: Kraken secured the role of Official Crypto Exchange Supporter just days before kickoff. The deal, announced on June 9–10, places a major digital asset brand in front of a global audience that will watch over five weeks of matches. Kraken's sponsorship includes fan engagement activations across North America and Europe during the tournament.

Kraken is not the only crypto connection. FIFA has built a blockchain initiative on Avalanche, supporting digital collectibles and ticketing infrastructure. That means AVAX has a direct technical relationship with soccer's governing body. Chiliz, the blockchain behind fan tokens for clubs and national teams, also stands to benefit. A 48-team World Cup brings the largest concentration of national team fanbases engaging simultaneously.

Previous World Cup cycles saw FIFA experiment with NFT auctions for charitable initiatives, showing institutional comfort with blockchain as a tool for engagement and social impact.