FIFA World Cup 2026 kicks off with 48 teams, and crypto is coming along for the ride

The biggest sporting event on the planet is about to get bigger. FIFA’s 2026 World Cup will feature 48 teams competing in 80 matches across 16 cities in the US, Mexico, and Canada, running from June 11 to July 19. That’s a significant jump from the 32-team format that defined every tournament since 1998.

For crypto, the more interesting storyline is what’s happening off the pitch. Kraken was named the Official Crypto Exchange Supporter of the 2026 FIFA World Cup on June 9, continuing a pattern where FIFA has consistently woven blockchain and digital assets into its global event strategy.

From Algorand to Kraken: FIFA’s crypto evolution

This isn’t FIFA’s first dance with the crypto industry. The 2022 World Cup in Qatar featured Algorand as an official blockchain partner and Crypto.com as a lead sponsor. Those deals introduced millions of viewers to crypto branding during the most-watched tournament on earth.

The 2026 edition goes further. FIFA Collect, the organization’s digital collectibles platform, runs on the Avalanche blockchain. The platform has introduced “Right-to-Buy” features that have drawn regulatory attention in Switzerland, where FIFA is headquartered. Think of it as a digital collectibles marketplace where owning certain items unlocks the ability to purchase exclusive physical merchandise or experiences.

FIFA has also appointed ADI Predictstreet as its official prediction market partner, which will utilize ADI Chain for the event. Prediction markets, for the uninitiated, let users wager on outcomes, everything from match results to tournament winners, using blockchain-based infrastructure.

The tournament itself: what’s different this time

The expansion from 32 to 48 teams means 80 total matches, up from 64 in the previous format. The tournament spans 16 host cities: 11 in the US, 3 in Mexico, and 2 in Canada.

For Kraken, the partnership is designed to activate throughout the tournament. Engagement kicks off with the Countdown Concert and extends through to the final match in mid-July.

What this means for crypto investors

Fan tokens tied to national teams and the broader World Cup ecosystem could see increased trading volumes as the tournament progresses. That said, fan token performance during previous tournaments has been erratic. A team winning a match doesn’t reliably translate into sustained token price appreciation. The correlation between on-field success and token valuation is loose at best, driven more by speculative sentiment than fundamental value creation.

FIFA’s use of Avalanche for its collectibles platform also deserves attention from investors watching Layer 1 adoption metrics. Real-world usage from a global organization with billions of fans is the kind of organic demand that blockchain networks need to justify their valuations beyond speculative trading.

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