Kylian Mbappé has become the first player ever to win two World Cup Golden Boot awards, cementing his place in soccer history. But the 2026 tournament also marks a notable absence: cryptocurrency companies, which blanketed the 2022 event with ads and stadium naming deals, are nowhere to be seen this time around.
A historic double for Mbappé
Mbappé's second Golden Boot — awarded to the tournament's top scorer — puts him in a category of his own. No other player has won the prize twice. The French forward first took it home in 2022, when he scored eight goals in Qatar. This year he matched or surpassed that tally, though exact numbers aren't yet final. The achievement adds to a career already stuffed with records, and it comes as Mbappé continues to dominate headlines both on and off the pitch.
Crypto's vanishing act
Four years ago, crypto exchanges and blockchain firms were everywhere at the World Cup. Crypto.com had a massive ad campaign. FTX — then a major sponsor — plastered its logo across broadcasts. This year, those names are gone. Not a single cryptocurrency company appears among the official sponsors or major advertisers for the 2026 tournament. It's a stark reversal from the 2022 spending spree.
Sponsorship landscape resets
The absence isn't a surprise to anyone who's watched the industry over the past few years. The 2022 World Cup was the high-water mark for crypto sports marketing. Since then, the sector has pulled back hard. Big-ticket deals have been canceled or left to expire. Regulators in multiple countries have tightened rules on crypto advertising, especially around sports. The 2026 World Cup reflects that new reality: traditional brands — beverage, automotive, financial services — have filled the void.
For Mbappé, the spotlight remains firmly on his game. For crypto, the silence around the tournament is a loud reminder of how quickly the marketing boom went bust.
