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Justin Bieber, Madonna, Shakira, and BTS will share the stage for the first halftime show in FIFA World Cup history on July 19, 2026, at MetLife Stadium. That’s the headline. Here’s why crypto people should care: the world’s most-watched sporting event now has an official crypto exchange sponsor sitting courtside.
Kraken was named FIFA’s Official Crypto Exchange Supporter for North America and Europe back on June 9. The halftime spectacle, curated by Coldplay’s Chris Martin and produced by Global Citizen, will run approximately 11 minutes.
The World Cup’s growing blockchain footprint
FIFA isn’t new to the blockchain space. The organization already runs FIFA Collect, a digital collectibles platform built on the Avalanche Layer-1 blockchain. There have also been rumblings around a potential native “FIFA Coin,” though nothing concrete has materialized on that front yet.
Kraken’s sponsorship is designed to promote fan engagement and education around crypto during the tournament. The 2022 World Cup in Qatar drew an estimated cumulative audience north of 5 billion across the tournament, and the 2026 edition, spread across the US, Mexico, and Canada, is expected to be even larger.
Bieber’s NFT history is a cautionary tale
In January 2022, Bieber purchased Bored Ape Yacht Club NFT #3001 for approximately $1.3 million. That same asset is now valued at roughly $12,000, a decline of more than 99%.
Now picture this: the performer who once dropped seven figures on a JPEG is headlining a show at the same event where Kraken is trying to onboard the next wave of crypto users.
What the halftime crypto convergence means for investors
The broader halftime lineup, which also includes Burna Boy, conductor Gustavo Dudamel, the PS22 Chorus, and Sesame Street characters, signals that FIFA and Global Citizen are aiming for mass appeal. The show supports the FIFA Global Citizen Education Fund for children’s education worldwide.
Crypto investors should watch a few specific indicators during the tournament: transaction volume on FIFA Collect and any Avalanche-based fan engagement tools; whether Kraken sees measurable user acquisition tied to its World Cup visibility; and any further developments around the rumored FIFA Coin concept.
Disclosure: This article was edited by Editorial Team. For more information on how we create and review content, see our Editorial Policy.
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