The FIFA World Cup Final is underway in 2026, and crypto's presence is noticeably absent from the event. Brazilian football legend Marcelo has been making appearances ahead of the final match between Argentina and Spain on July 20.
Marcelo appeared on CBS News alongside Adidas CEO Bjørn Gulden to discuss the cultural significance of the beautiful game. The Trionda Final match ball also received attention during their conversation.
This lack of crypto presence is a stark contrast to the 2022 World Cup, where crypto sponsorships dominated the media cycle. Crypto.com and Algorand were prominent players, with fan token platforms aggressively courting supporters with promises of engagement and utility.
However, since the 2022 cycle, the industry has faced significant setbacks, including the collapse of FTX weeks before the last World Cup ended. This regulatory crackdown and credibility crisis have contributed to crypto's decreased visibility at major sporting events.
The absence of crypto companies from this year's World Cup Final raises questions about their marketing strategies and investment decisions. Fan tokens, which surged in popularity around the 2022 World Cup, have largely failed to deliver sustained value, casting doubt on the sector's thesis that global sporting events would create recurring demand spikes.