Kraken becomes first crypto exchange to sponsor the FIFA World Cup as Brazil and Morocco kick off Group C

The 2026 FIFA World Cup is officially underway, and crypto already has a seat at the table. Kraken secured a deal as the Official Crypto Exchange Supporter of the tournament on June 9, becoming the first exchange in history to partner with FIFA’s marquee event.

Four days later, 80,663 fans packed MetLife Stadium in East Rutherford, New Jersey, to watch Brazil and Morocco split the points 1-1 in their Group C opener. Morocco’s Ismael Saibari struck first in the 21st minute before Vinícius Júnior leveled the score in the 32nd.

What happened on the pitch

Morocco came out aggressive. Saibari’s goal gave the Atlas Lions an early lead and set the tone for a side that reached the semifinals at the 2022 World Cup in Qatar. Brazil’s Vinícius Júnior equalized 11 minutes after falling behind.

Group C also features Haiti and Scotland, meaning both Brazil and Morocco will expect to collect maximum points from their remaining fixtures.

This expanded 48-team format, spread across 16 host cities in the US, Mexico, and Canada from June 11 to July 19, means there are more matches, more stakes, and more eyeballs than any previous World Cup.

Kraken’s World Cup play and what it means for crypto

No official FIFA World Cup token has been issued. Past major sporting events have flirted with fan tokens through platforms like Socios and Chiliz, but FIFA hasn’t gone that route for 2026. Betting platforms have increasingly begun accepting crypto deposits for wagering on matches.

What this means for investors

Kraken’s World Cup deal is a signal that the exchange views user acquisition as a long game tied to cultural relevance. Coinbase has its NBA and NFL partnerships. Crypto.com has its UFC deal and the naming rights to the former Staples Center in Los Angeles. Kraken just grabbed the biggest stage in global sports.

Socios and Chiliz have built a meaningful business around fan tokens for individual clubs. As more platforms integrate crypto deposits for World Cup wagering, transaction volumes on stablecoins and payment-focused tokens could see upticks during peak match windows.

With 48 teams, 16 cities, and over five weeks of competition still ahead, the 2026 World Cup gives Kraken a sustained marketing runway that dwarfs any single-night event.

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