Kraken signage during the Bitcoin 2026 conference in Las Vegas, Nevada, April 29, 2026. Photographer: Ian Maule/Bloomberg
© 2026 Bloomberg Finance LP
Kraken was announced as the official crypto exchange of the 2026 FIFA World Cup, which kicked off this week with matches in 16 cities across Canada, Mexico, and the United States.
Kraken, one of the oldest crypto exchanges in the global industry, is ceasing on World Cup fever and drawing parallels between soccer fans and ‘hodlers’ in their promotions.
“Some watch every match; some only the ones that matter. Some are ride-or-die for one team — every win, every heartbreak, for life. Others just love the game, no matter who’s playing. Crypto’s no different. Some study every chart. Some go all-in on one coin and hold for years. Others just want a bit of everything. Kraken is built for all of them.”
FIFA Chief Business Officer Romy Gai touted the partnership in a press release.
“Innovation has always played a central role in how FIFA evolves and enhances the fan experience. As we prepare to welcome the world to the biggest FIFA World Cup in history, we are delighted to partner with Kraken, an organisation that shares our commitment to innovation and technology.”
National journalist Michelle Miller with Amélie Respress during H3R Power Room event in Atlanta, GA, June 12, 2026.
Garrick Respress
Innovation Is Powering Sports Access
Among the official venues in the U.S., the Atlanta Stadium in Georgia is hosting eight World Cup tournaments. Following the FIFA opening ceremony, H3R Story Foundation hosted the H3R Power Room in Atlanta to put a spotlight on women and girls in sports, including soccer.
“We’re focused on making sure that as football’s economy scales toward an estimated $40 billion around this World Cup, women and girls are part of that innovation story from the start, not added in afterward. The future of the game is being built right now, and it should be built by everyone,” Nichelle Gainey, who leads H3R Story Foundation, told me in a statement.
Leveraging innovation, H3R’s digital literacy gaming initiative is infusing emerging technologies, such as AI and blockchain, to help increase access and catalyze economic power.
These ideals align with core principles of FIFA and Kraken.
“For most of history, the best markets were open only to the few. The FIFA World Cup 2026 is where we show everyone else what they’ve been missing: an open, borderless financial system that anyone can join with a phone in their pocket. This isn’t a future concept. It’s here,” said Kraken Co-CEO Arjun Sethi in the FIFA announcement.
NOTE: Author Cleve Mesidor is attending the Haiti Vs. Morocco match on June 24, 2026 in Atlanta, GA.