Kraken named World Cup 2026 crypto supporter; 180,000 resales

Kraken has been named the Official Crypto Exchange Supporter of the FIFA World Cup 2026 and plans fan activations, product demonstrations and crypto education during the seven-week tournament. The 48-team event begins June 11 and will be played across 16 host cities in Canada, Mexico and the United States. Organizers project a global audience in the billions.

Kraken said its program will include a multi-city Countdown Concert on June 10 and on-site experiences aimed at fans in North America and Europe. The company described the partnership as part of an effort to increase awareness of cryptocurrency products among football audiences.

No crypto company appears on FIFA’s official sponsor roster for 2026; supporter-level agreements have been the way crypto firms gain tournament exposure. The UK’s Financial Conduct Authority issued guidance to teams about crypto sponsorships in the days before the opening match.

The resale market expanded in the run-up to kickoff. About 180,000 tickets were reported on resale channels in the days before the opening match. Median prices on FIFA’s official resale platform have fallen about 20% over the past month, and some group-stage seats are listed below face value. State attorneys general in New York and New Jersey have opened probes into FIFA’s ticket pricing practices.

Kraken co-CEO Arjun Sethi wrote in a statement: “Football has always crossed borders. So does crypto. For most of history, the best markets were open only to the few. The FIFA World Cup 2026 is where we show everyone else what they’ve been missing: an open, borderless financial system that anyone can join with a phone in their pocket.” The company said it will be visible across tournament broadcasts and at stadium activations.

Kraken already has partnerships with Tottenham Hotspur, Atlético de Madrid, RB Leipzig and Williams Racing, and works with football figures including Fabrizio Romano and Lukas Podolski. The World Cup agreement follows those commercial relationships.

Kraken confirmed an IPO filing that valued the exchange at $13.3 billion. The company plans to run events and educational programs throughout the seven-week tournament period.