Kraken and Chiliz are both actively pursuing crypto sponsorship and fan-engagement deals tied to the 2026 World Cup, aiming to tap into the tournament's massive global audience. But the U.S. Men's National Team — one of the host nations — has yet to lock in any such partnership, a missed opportunity that could cost the team millions in future revenue, according to people familiar with the matter.
The scramble for World Cup crypto dollars
The World Cup is a marketing juggernaut. With an estimated 5 billion viewers across the month-long event, crypto firms see it as a rare chance to put their brands in front of a mainstream crowd. Kraken is in advanced talks with several national federations, people directly involved say, while Chiliz — known for its fan token platform — has already signed preliminary agreements with two European football associations. Neither company would comment on specific terms. The deals are expected to include branded fan tokens, on-site activation, and digital collectibles.
Where the USMNT falls short
The USMNT has had a strong run on the pitch — they qualified for the knockout stage in 2022 and have a deep squad for 2026. But off the field, the team has been slow to embrace digital engagement. Unlike Brazil, Germany, or Argentina, the U.S. soccer federation has not signed any crypto sponsorship for this cycle. That leaves a gap. During the last World Cup, fan token volumes surged by over 300% during match days. The USMNT is leaving that audience — and that revenue — on the table.
What’s at stake for U.S. soccer
The federation’s current commercial deals are largely traditional: jersey sponsors, broadcast rights, and ticket packages. But those are capped. Crypto partnerships offer a recurring revenue stream — token sales, transaction fees, and secondary market royalties — that doesn't rely on the tournament cycle alone. Missing out on 2026 means missing the chance to build a digital fanbase that could pay off for years. A source close to the federation said there have been internal discussions, but no formal RFP has gone out.
The clock is ticking
The World Cup kicks off in just under 12 months. Most major sponsorship slots are already filled by FIFA’s global partners. The window for national-team-specific crypto deals is closing. Kraken and Chiliz are both pushing to finalize their agreements before the end of the summer, when the draw for the group stage is announced. If the USMNT hasn't signed a deal by then, they'll be watching from the bench — while their competitors cash in.
