Luka Modrić is 40 years old and still running the midfield at the 2026 World Cup. The Croatian playmaker isn't alone — a noticeable cluster of athletes aged 40 and above are competing in this year's tournament, and the cryptocurrency industry is watching. For an industry that's been trying to break into mainstream sports culture, the endurance of players like Modrić offers a new kind of marketing hook.
Modrić at 40
Modrić turned 40 last September and is the oldest outfield player in the tournament. He's logged heavy minutes for Croatia, still dictating tempo, still covering ground. His longevity is the kind of story that plays well beyond the pitch — it's a narrative about staying relevant in a young person's game. That's a story crypto brands love to borrow.
Why crypto cares
The crypto industry has spent years trying to embed itself in sports — jersey sponsorships, fan tokens, NFT collectibles. But the appeal of older athletes is different. They represent resilience and long-term vision, which align with the “HODL” mentality. A 40-year-old World Cup star isn't a flash-in-the-pan; he's a survivor. That's a message crypto marketers can work with.
This trend is also a sign of growing cultural integration. The World Cup is the world's biggest sports stage. If crypto brands are paying attention to something as niche as the age profile of players, it suggests they're looking beyond simple logo placement. They want to tap into deeper fan emotions.
Modrić's Croatia is still alive in the knockout rounds. If he keeps playing, the spotlight on older athletes will only intensify. For crypto firms, the question is whether they can turn this attention into actual adoption — or if it's just another branding exercise. Either way, the connection between blockchain and the beautiful game is getting harder to ignore.
