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Kraken becomes first crypto exchange to partner with FIFA as World Cup 2026 kicks off
The exchange deal, announced days before the tournament opener, marks crypto's biggest mainstream sports play yet.
FIFA has handed Kraken the title of Official Crypto Exchange Supporter of the 2026 World Cup, making it the first partnership of its kind in the tournament’s 96-year history. The deal was announced on June 9, 2026, with activations rolling out the very next day as the global football spectacle prepared to commence across North America.
What the FIFA-Kraken deal actually involves
The partnership centers on fan education and cryptocurrency adoption, according to the announcement. Previous cycles saw fan token projects from the likes of Socios and Chiliz attempt to capture football audiences, but none secured an official FIFA-level partnership with an actual exchange.
The blockchain collectibles angle
While Kraken handles the exchange side, the intersection of football and blockchain extends further into the World Cup ecosystem. Panini, the iconic trading card company, has issued blockchain-based NFT trading cards for players in its 2025-26 La Liga Select collection. Among those featured is Pau CubarsÃ, the 19-year-old Barcelona center-back who was named to Spain’s 26-man World Cup squad on May 25, 2026.
Born on January 22, 2007, he rose through Barcelona’s legendary La Masia academy and earned his first senior international call-up in March 2024. He has since accumulated 12 caps for Spain and is expected to anchor the defense alongside Aymeric Laporte in what would be his World Cup debut.
Worth noting: no player-specific crypto tokens tied to Cubarsà have been identified publicly.
Why this matters for the crypto market
Crypto sponsorships in sports are not new. FTX had its name on an NBA arena before that ended in spectacular fashion. Crypto.com still holds the naming rights to the former Staples Center in Los Angeles.
For traders and investors, the space to watch is blockchain-based sports memorabilia. Panini’s move into NFT trading cards represents a legacy brand validating the format. If World Cup viewership drives meaningful engagement with these products, it could reignite interest in a segment that many had written off after the 2022 NFT crash.