The 2026 FIFA World Cup begins on June 11 with 48 teams, 16 venues, and three host countries. It also begins with a political headache the size of a continent.

The first expanded-format tournament in World Cup history is playing out across the United States, Canada, and Mexico. But the Trump administration’s immigration policies have already caused entry complications for teams from countries like Iran, forcing last-minute base camp relocations to Mexico. FIFA President Gianni Infantino’s cozy relationship with Trump, including joint public appearances and a controversial “FIFA Peace Prize,” has drawn scrutiny over the organization’s claim to political neutrality.

Against that backdrop, something interesting is happening on the commercial side. Crypto has secured a meaningful foothold at the world’s most-watched sporting event.

Kraken takes the global stage

On June 9, just two days before kickoff, Kraken was announced as the tournament’s Official Crypto Exchange Supporter. The deal positions the San Francisco-based exchange in front of a global audience that typically numbers in the billions across a month-long tournament.

The sponsorship is aimed at boosting fan engagement and accelerating digital asset adoption, with a particular focus on North American and European markets.

Avalanche is powering what FIFA calls its blockchain layer, and the numbers suggest it’s not just a branding exercise. The FIFA Blockchain has processed over 60,000 transactions related to ticketing and digital collectibles. That’s a meaningful volume for a sports-specific chain, particularly one handling real event logistics rather than purely speculative activity.

FIFA is using blockchain not just to sell digital trading cards, but to actually manage how people get into stadiums.

The political problem

FIFA pitched the 2026 tournament as a unifying moment, a celebration of football spanning an entire continent. The reality has been messier. Iran’s national team faced entry issues serious enough that the squad relocated its base camp to Mexico shortly before the tournament’s start. Teams and players from Iraq and Somalia have reportedly encountered similar friction at US borders.

Infantino’s public engagements with Trump, including the awarding of a “FIFA Peace Prize” to the US president, have raised pointed questions about whether FIFA is functioning as a neutral sporting body or something closer to a geopolitical actor.

What this means for crypto investors

The Coinbase Super Bowl ad in 2022 crashed the exchange’s app. A month-long World Cup presence operates on a different scale entirely, sustained exposure rather than a single 30-second spike.

The Avalanche angle is arguably more interesting from a technology standpoint. Processing over 60,000 ticket-related transactions for a real-world event of this magnitude is a credible proof of concept. It demonstrates that blockchain infrastructure can handle high-stakes, time-sensitive operations beyond DeFi trading.

Coinbase has its NBA deal. Crypto.com locked up the UFC and Formula 1. Kraken securing the World Cup puts it in rarefied air for sports sponsorship.