The FIFA World Cup 2026 is officially underway, and for the first time in the tournament’s nearly century-long history, crypto isn’t just lurking on the sidelines. It’s wearing a sponsor’s badge.

The tournament, which kicked off on June 11 and runs through July 19, features 48 teams playing 104 matches across 16 cities in Canada, Mexico, and the United States.

Kraken steps onto the world stage

Kraken was named the Official Crypto Exchange Supporter of the 2026 World Cup on June 9, just two days before the opening match. The partnership is designed to engage fans through experiences and promotions tied to the tournament, with FIFA targeting tech-savvy fans in North America and Europe amidst the growing popularity of digital assets.

FIFA builds its own blockchain

FIFA Collect, the organization’s digital collectibles platform, has been quietly evolving. On May 28, FIFA announced new NFT drops with prices ranging from $49 to $999, tied to national teams and offering holders exclusive rights to purchase tournament tickets.

FIFA Collect migrated away from Algorand to its own EVM-compatible blockchain. Building a custom EVM-compatible chain means FIFA can tap into the broader Ethereum ecosystem’s tooling while maintaining its own governance.

Fan tokens, meme coins, and prediction markets

The broader crypto ecosystem around the World Cup extends well beyond official partnerships. Solana-based meme tokens referencing players and teams have emerged, with tokens like FWC26 and various player-themed coins appearing across decentralized exchanges. On the prediction market side, platforms like ADI Predictstreet have positioned themselves as tournament companions, allowing users to wager on match outcomes and tournament progressions.

The 48-team format means more matches, more storylines, and more opportunities for engagement-driven trading. With 104 games spread across five weeks, the sheer volume of content and conversation should keep attention on tournament-linked tokens for longer than the typical 32-team format would.