Kylian Mbappé claimed the 2026 FIFA World Cup Golden Boot with 10 goals, beating out Lionel Messi, Jude Bellingham, and Harry Kane. But off the pitch, the tournament marked a stark departure from recent years: crypto companies were notably absent from sponsorship and advertising.
Mbappé's 10-goal haul
Mbappé's tally of 10 goals led the tournament. Messi, Bellingham, and Kane were among the top scorers chasing the Golden Boot, but none could catch the French forward. The achievement cements Mbappé's status as one of the game's elite finishers.
No crypto on the boards
Unlike the 2022 World Cup, where crypto firms plastered stadiums and broadcast slots with ads, the 2026 edition saw zero blockchain-branded sponsors. The absence was conspicuous given the industry's previous appetite for high-profile sports deals.
The development comes as the crypto sector continues to face regulatory headwinds and a prolonged market downturn. Several major sponsors from the last cycle have either collapsed or pulled back from sports marketing.
What the tournament showed
For the 2026 World Cup, traditional sponsors filled the void. No crypto exchange or blockchain project appeared on the official partner list or in match-day advertising. The shift underscores how quickly the industry's marketing footprint has shrunk.
The tournament is over. The advertising boards featured carmakers, beverage brands, and financial services — not blockchain logos.
