Beer Brand Dominates Sponsorship at 2026 FIFA World Cup

The 2026 FIFA World Cup is underway, and one of the biggest sponsorship deals is surprisingly old-school. Michelob Ultra, Anheuser-Busch's low-carb beer brand, is the Official Beer Sponsor of the tournament. The brand's activation includes a 'Superior Player of the Match' trophy that doesn't rely on blockchain technology or NFTs.

The latest recipient of this award is Belgian forward Charles De Ketelaere, who scored twice in Belgium's 4-1 win over the United States in the Round of 16. The award is determined by fan votes after each match, giving supporters a direct say in recognizing standout individual performances.

This stands out as Michelob Ultra's sponsorship approach differs from many other major sporting events where crypto firms have been prominent. At the 2022 FIFA World Cup in Qatar, Crypto.com was heavily involved, and Algorand was an official FIFA blockchain partner.