France’s stunning early exit from the 2026 World Cup has dominated sports headlines, but a quieter story is unfolding underneath. The tournament, hosted across North America, has been notable for what’s missing: crypto logos, token partnerships, and the blockchain-powered hype machine that defined major sporting events just a few years ago.

Young French midfielder Rayan Cherki captured the mood of his squad’s collapse with a blunt assessment. “We lost against ourselves,” he said on July 15, reflecting on a campaign undone not by superior opponents but by internal dysfunction.

From stadium banners to radio silence

Rewind to 2022 and the Qatar World Cup was practically wallpapered with crypto branding….