Kraken, Algorand Tap World Cup Audience as Tournament Kicks Off

The largest FIFA World Cup in history begins June 11. Mexico faces South Africa in the opening match of a tournament spanning 48 teams, 104 games, and 16 cities across the U.S., Mexico, and Canada. The event runs through July 19.

Away from the pitch, the tournament is a crypto marketing battleground. Two days before kickoff, FIFA named Kraken as its Official Crypto Exchange Supporter. The partnership went live June 9, timed to a Countdown Concert series on June 10 that built pre-tournament buzz.

Algorand continues to power FIFA Collect, the organization’s NFT marketplace. The platform now includes “Right-to-Ticket” NFTickets, blockchain‑based match access credentials that could drive transaction volume on the Algorand network.

Chiliz’s CHZ token powers the Socios platform, which hosts fan tokens for national teams. Algorand’s ALGO token benefits from every FIFA Collect transaction and every NFTicket minted or transferred. Both tokens have direct infrastructure ties to the World Cup ecosystem.

An estimated six billion viewers will see Kraken and Algorand branding across matches, stadiums, and digital content over the next five weeks. FIFA formalized crypto partnerships at this scale for the first time, with Kraken as an official supporter and Algorand running core infrastructure.