Spain needed 20 shots and a grueling stretch of extra time to beat Argentina and claim their second World Cup title. The crypto industry’s performance at the 2026 tournament required considerably less drama, mostly because the ambitions were dialed way down.

Four years ago in Qatar, crypto logos were everywhere. Exchanges spent billions on naming rights and global partnerships, and FIFA itself launched NFT products. This time around, not a single crypto firm sits among FIFA’s seven global partners or eight official 2026 sponsors. The industry showed up to the party, just through the side entrance.

Crypto’s quieter World Cup strategy

Kraken was named the Official Crypto Exchange Supporter on June 9, 2026. That…