FIFA’s 2026 World Cup is generating nearly $9 billion in revenue, a figure so large it rivals the GDP of small nations. And yet, New York City Mayor Zohran Mamdani argues the tournament produces “more than enough” income that fans shouldn’t be gouged on ticket prices.

Kraken steps onto the world stage

On June 9, 2026, FIFA announced Kraken as the Official Crypto Exchange Supporter of the World Cup. The deal positions the San Francisco-based exchange in front of the single largest recurring sporting audience on Earth, spanning North America and Europe.

This isn’t FIFA’s first dance with the crypto industry, either. Ahead of the 2022 World Cup in Qatar, the organization partnered with Algorand for FIFA+ Collect NFTs. The shift to Kraken as a headline crypto sponsor suggests FIFA is moving from experimental blockchain tie-ins to more commercially substantial exchange-level partnerships.

Fan tokens catch a tailwind

The World Cup’s gravitational pull is already being felt in crypto markets. CHZ, the primary token powering fan-token platform Socios.com, climbed as much as 28% during the early days of the tournament.

Socios has built its business model around letting fans buy tokens tied to their favorite clubs and national teams. These tokens typically grant holders access to polls, rewards, and exclusive content.

Beyond fan tokens, FIFA continues to operate FIFA Collect, its digital collectibles platform built on Avalanche technology. The platform offers NFTs to fans and has expanded to include ticket-rights access, blurring the line between digital memorabilia and functional utility.

The affordability fight and what it means for crypto positioning

Mayor Mamdani’s office has organized a lottery distributing over 1,000 affordable tickets in New York City. His argument is simple: a tournament generating $9 billion shouldn’t price out the fans who make the atmosphere worth watching.