Brazilian football legend Marcelo has touched down for the 2026 FIFA World Cup Final, set for July 20 between Argentina and Spain.

But here’s the thing. For an industry that loves to plaster its logos on everything from Formula 1 cars to NBA jerseys, crypto is conspicuously absent from the conversation surrounding the biggest sporting event on the planet.

Marcelo takes center stage

Marcelo Vieira da Silva Júnior, known to most simply as Marcelo, has been making the media rounds ahead of the final. He appeared on CBS News alongside Adidas CEO Bjørn Gulden, where the pair discussed the cultural weight of the beautiful game and what this particular tournament means on a global stage.

The match ball for the final,…