The 2026 World Cup is being held with the participation of an official cryptocurrency partner for the first time in history. The partner is Kraken exchange, one of the largest platforms for trading Bitcoin, Ethereum, XRP and USDT.

During the tournament, the company is conducting marketing campaigns and special events for fans in the USA, Canada, and Mexico. Thanks to this, the cryptocurrency industry gets direct access to the multi-billion audience of the largest sports event on the planet.

For the market, this is an important step towards the mass adoption of digital assets, as Bitcoin, Ethereum, XRP, and stablecoins are presented at the World Cup for the first time at the level of official partnership with FIFA.

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