Spain and Argentina are set to clash in the 2026 FIFA World Cup final at New York New Jersey Stadium, with kickoff at 20:00 BST on July 19. It’s the kind of event that draws over a billion viewers globally. And yet, the crypto industry is almost entirely absent from the conversation.

From stadium naming rights to radio silence

Rewind to 2022 and the crypto industry was plastered across every major sporting event imaginable. FTX had its name on the Miami Heat’s arena. Crypto.com bought the naming rights to the Staples Center. Binance, Coinbase, and a parade of fan token platforms were spending hundreds of millions to associate themselves with the world’s biggest leagues and tournaments.

The 2022 World Cup in…