The 2026 FIFA World Cup hasn’t kicked off yet, and the crypto industry is already treating it like a Super Bowl that lasts a month. Kraken secured the title of Official Crypto Exchange Supporter as of June 9, 2026, while Chiliz has committed an estimated $50 to $100 million toward US fan engagement and sponsorship tied to the tournament.

All of this is happening against the backdrop of Mauricio Pochettino’s tenure as head coach of the US Men’s National Team, a hire that was designed to professionalize the program before the world arrives at America’s doorstep. Through late May 2026, his squad has posted a record of 13 wins, 7 losses, and 2 draws.

Pochettino’s mission and the stakes for US soccer

Pochettino was appointed on September 10, 2024, replacing Gregg Berhalter after a dismal Copa America 2024 performance that left the program in crisis mode. The Argentine manager, known for his stints at Tottenham Hotspur, Paris Saint-Germain, and Chelsea, was brought in specifically to inject tactical sophistication and squad cohesion before the biggest tournament the US has hosted in over three decades.

The 2026 World Cup is the largest edition in the tournament’s history. It’s also the first time the US has hosted since 1994, sharing duties this time with Canada and Mexico.

Reports surfaced that AC Milan expressed interest in luring Pochettino away from the national team job. He stayed.

Why crypto companies are pouring money into the World Cup

Kraken’s role as Official Crypto Exchange Supporter puts the San Francisco-based exchange in front of a global audience estimated in the billions. Chiliz, the blockchain company behind the Socios.com fan token platform, is playing an even more aggressive game. Its investment of $50 to $100 million into US market presence during the tournament represents one of the largest crypto-sports marketing commitments in recent memory. Chiliz has long operated fan token ecosystems for European football clubs, but the American market, with its combination of MLS growth and World Cup fervor, represents a potentially massive new user base.

What this means for investors and the broader crypto market

For Chiliz specifically, the $50 to $100 million commitment is a bet that American sports fans will adopt fan tokens the way European audiences have. The CHZ token’s performance will likely be sensitive to any tangible metrics that emerge from the tournament, whether that’s new wallet activations, token trading volume, or partnership expansions with MLS clubs.

Kraken’s play is more about brand positioning in a competitive US exchange market. With Coinbase, Gemini, and other platforms all vying for retail market share, becoming the official crypto partner of the world’s most-watched sporting event is a differentiation strategy that’s hard to replicate.