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Brazil, the most decorated team in World Cup history, is back in the knockout rounds and chasing something it hasn’t tasted in nearly a quarter century: a sixth title. The last time the Selecao lifted the trophy was 2002, when Ronaldo, Rivaldo, and Ronaldinho made it look easy. It has not looked easy since.
But here’s the thing. While the football world watches Brazil’s on-pitch redemption arc, the crypto industry is quietly having its own moment. Kraken has been named FIFA’s Official Crypto Exchange Supporter for the 2026 tournament, the first major cryptocurrency sponsorship of its kind in World Cup history.
Brazil’s long road back
Five World Cup trophies. Participation in every single tournament since the competition began. Brazil’s football pedigree is the stuff of legend. But the recent record tells a very different story.
Since that 2002 triumph in South Korea and Japan, Brazil has reached the semi-finals just once. That was in 2014, on home soil, and it ended in the kind of humiliation that gets its own Wikipedia page. The 7-1 loss to Germany in Belo Horizonte remains one of the most shocking results in football history.
The 2026 edition, hosted across the US, Canada, and Mexico, represents a fresh chapter. Under the management of Carlo Ancelotti, Brazil topped their group and advanced to the knockout rounds. A comeback victory against Japan, where they trailed at halftime before turning things around, suggested a team with both resilience and quality.
Captain Marquinhos has spoken about a personal commitment to winning the World Cup, noting it would complete his trophy collection.
Brazil’s drought now stretches 24 years.
Kraken’s FIFA deal and the crypto-sports convergence
The 2026 World Cup marks a significant milestone for the cryptocurrency industry’s push into mainstream sports sponsorship.
Kraken’s deal as FIFA’s Official Crypto Exchange Supporter is the first time a major crypto company has secured this level of partnership with football’s governing body. FIFA’s sponsor roster has historically been dominated by traditional corporate giants: Coca-Cola, Adidas, Visa. Kraken joining that club signals a shift in how the sports industry views digital asset companies.
Fan tokens feel the heat
The Brazilian Fan Token, known as BFT, has experienced notable price fluctuations tied to match outcomes during the tournament. Reports indicate the token fell sharply ahead of a recent fixture, reflecting the anxiety that Brazil’s fanbase carries into every knockout-stage game.
This dynamic creates a peculiar trading environment. Fan tokens essentially turn sporting events into market-moving catalysts. A late equalizer or a penalty shootout loss doesn’t just break hearts. It moves portfolios.
Disclosure: This article was edited by Editorial Team. For more information on how we create and review content, see our Editorial Policy.
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