Four years after the collapse of crypto exchange FTX turned the industry's sponsorship boom into a reputational headache, digital-asset firms are again investing heavily in some of the world's most valuable sporting properties.
Exchange operator Kraken was named the Official Crypto Exchange Supporter of the FIFA World Cup 2026 on 9 June – just two days before the tournament kicks off across the US, Canada and Mexico. The exchange effectively succeeds Crypto.com as FIFA's flagship crypto partner after the latter served as the exclusive cryptocurrency trading platform sponsor of the 2022 World Cup in Qatar.
The deal follows a broader push by the company into sports marketing. Kraken is also a partner of football clubs Tottenham Hotspur, Atlético de Madrid and RB Leipzig, as well as the Atlassian Williams Racing Formula One team.
"Football is the one thing that moves the whole planet at once. Over seven weeks, six billion people will watch the same game, across every border and every language. Money should work the same way," Kraken co-chief executive Arjun Sethi said in a statement.
Crypto's second act
Financial terms were not disclosed, but the sums involved in top-tier global sports sponsorships can be substantial. Crypto.com's global Formula One deal was reportedly valued at $100mn, although the exchange's most famous sports investment remains the $700mn, 20-year naming-rights agreement for Los Angeles' Crypto.com Arena. OKX remains a principal partner of football club Manchester City, in a multi-year deal worth more than $70mn.
SportQuake estimates that crypto exchanges spent $565mn on sports sponsorships during the 2025 season. Football accounted for 59% of new sponsorship agreements signed by crypto companies, according to the report.
In basketball, hardware wallet maker Ledger became the official jersey patch partner of the NBA's San Antonio Spurs in 2025, placing its logo on the team's uniforms and team-branded merchandise under a multi-year agreement. Coinbase, meanwhile, remains the NBA's exclusive cryptocurrency platform partner under a multi-year agreement reportedly worth nearly $200mn over four years, with the exchange also advertising during the NBA Finals.
Some crypto firms are moving beyond sponsorships altogether. In Italy, stablecoin issuer Tether has built a significant position in football club Juventus, raising its stake to more than 10% of the club's share capital in 2025. The company said the investment reflects a "long-term commitment to Juventus' future" and forms part of a broader strategy to integrate its expertise in digital assets, payments, artificial intelligence and biotechnology into the sports industry.
A seat at the top table
Kraken will share the World Cup's commercial stage with major financial and payments groups including Visa and Bank of America, alongside global brands such as Adidas, Coca-Cola, Hyundai-Kia and Qatar Airways. The line-up illustrates how crypto companies are competing for sponsorship inventory traditionally dominated by banks, consumer brands and multinational corporations.
FIFA generated a record $7.57bn in revenue during the 2019-22 cycle.
