FIFA's Extended Halftime Show: A Platform for Crypto and Sports

FIFA has announced that it will extend the half-time break at the 2026 World Cup final to between 25 and 30 minutes, making room for a dedicated halftime show. The longest broadcast window in tournament history is expected to attract massive viewership, with the event scheduled for July 19, 2026, at MetLife Stadium in New Jersey.

The halftime show will feature a core performance of approximately 11 minutes and include artists such as Justin Bieber, Madonna, Shakira, and BTS. FIFA's digital collectibles platform, FIFA Collect, which runs on the Avalanche blockchain, is expected to see increased engagement during the tournament.

Kraken, named FIFA's Official Crypto Exchange Supporter for North America and Europe, will have brand placement inside the most-watched sporting event on the planet. Analysts have flagged Chiliz (CHZ) as potentially sensitive to FIFA engagement levels due to its existing presence in football fan token ecosystems.