Kraken and Chiliz are exploring sponsorship opportunities with the U.S. men's national soccer team, according to people familiar with the discussions. The talks come as head coach Mauricio Pochettino weighs whether to stay on after the 2026 World Cup cycle. His decision could influence the structure and timing of any deal.
The USMNT pitch
Both companies see the USMNT as a way to reach a growing American soccer audience. Kraken, a major crypto exchange, has been expanding its sports marketing footprint. Chiliz runs the Socios fan token platform, which already has partnerships with dozens of soccer clubs worldwide. A USMNT sponsorship would give either firm direct access to one of the most visible national teams in North America.
The talks are still early. No terms have been finalized. But the interest signals that crypto brands still see value in sports sponsorships, even after the market downturn earlier in the decade.
Pochettino factor
Pochettino's future is a wild card. The Argentine coach led the USMNT through the 2026 World Cup, which the U.S. co-hosted. His contract runs through the end of the year, but he hasn't committed to an extension. If he leaves, the team's marketing appeal could shift — especially if a new coach brings a different style or roster.
Sponsorship deals often include clauses tied to team performance and star power. A coaching change could reset those calculations. Kraken and Chiliz are likely waiting for clarity before signing anything long-term.
Fan token angle
Chiliz's interest is particularly notable. The company's fan tokens let supporters vote on club decisions and access perks. A USMNT token would be a first for a national team in the U.S. market. It could also open the door for other national teams to follow.
Fan tokens have had a mixed track record. Some projects saw prices spike on hype then drop. But Chiliz has kept signing deals — with Barcelona, Juventus, and others. A USMNT partnership would test whether the model works for a national team, not just a club.
Kraken, meanwhile, could use a sponsorship to push its brand beyond crypto natives. The exchange already sponsors the Alpine F1 team and the Golden State Warriors. Adding the USMNT would round out a portfolio that spans motorsports, basketball, and now soccer.
The coming weeks will be key. Pochettino is expected to make a decision on his future by early August. Until then, both Kraken and Chiliz are likely to keep their options open.
