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- Kraken becomes tournament’s official crypto exchange supporter
- Inter Rapidisimo and Salesforce also joined as sponsors
- AB InBev’s partnership with Fifa will surpass four decades with latest extension
Fifa has struck a last-minute sponsorship deal with cryptocurrency exchange Kraken and extended a long-standing partnership with brewer AB InBev ahead of the 2026 Fifa World Cup.
Kraken will serve as the tournament’s official crypto exchange supporter, with Kraken to feature at Fifa’s pre-tournament series of concerts across all three host countries of Mexico, the US and Canada.
“Innovation has always played a central role in how Fifa evolves and enhances the fan experience,” said Romy Gai, Fifa’s chief business officer. “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.”
The deal maintains the cryptocurrency sector’s presence at soccer’s flagship tournament after Crypto.com sponsored the 2022 edition in Qatar. Despite volatility in the sector, cryptocurrency exchanges continue to view major sporting events as valuable marketing platforms, with Kraken among the industry’s most active sports sponsors.
Beyond the World Cup, Kraken sponsors the Williams Formula One team, LaLiga’s Atletico Madrid, Premier League side Tottenham Hotspur and Bundesliga outfit RB Leipzig.
Kraken’s arrival comes amid broader growth in the tournament’s commercial roster. Earlier this month, Colombian logistics company Inter Rapidisimo, cloud software provider Salesforce and virtual private network (VPN) provider Express VPN have all joined as official tournament supporters, expanding the competition’s roster of sponsors.
Fifa has also renewed its partnership with Anheuser-Busch InBev (AB InBev), extending the brewer’s rights to include the 2027 Fifa Women’s World Cup and the 2030 men’s World Cup. The extension will take the collaboration to beyond 40 years.
“We are thrilled to have extended our iconic partnership with AB InBev, the world’s leading brewer, beyond this year’s game-changing Fifa World Cup,” said Gianni Infantino, Fifa president.
“AB InBev has helped elevate Fifa’s tournaments and events since 1986, and even before a ball has been kicked here in North America in 2026, we are delighted to confirm that it will continue to work with us during a period that will see the world unite in celebration of the centenary of the Fifa World Cup and women’s football taken to epic new heights.”
“The Fifa World Cup is the world’s biggest sporting event, capturing the attention of billions of fans,” added Michel Doukeris, AB InBev chief executive. “We’re excited to continue our partnership with Fifa, creating more unforgettable moments of cheers for fans everywhere.”
The expanded 2026 World Cup will create significant commercial opportunities for Fifa and its partners. The tournament will increase from 32 to 48 teams and from 64 to 104 matches, helping drive projected sponsorship revenue of US$2.8 billion – around US$1 billion more than the previous edition.
For sponsors, the larger format offers more inventory, greater media exposure and additional content and hospitality opportunities across North America. However, it will also raise activation costs and intensify competition for fan attention, increasing the pressure on brands to maximise the value of their investments.
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