Lionel Messi is heading to his third World Cup final — and the prediction markets are going wild. Polymarket and Kalshi have seen billions in trading volume tied to the event, as bettors pile in on everything from match outcomes to goal scorers. But there's a notable absence this time around: fan tokens and crypto sponsors are nowhere to be seen.
Billions in bets on Polymarket and Kalshi
The numbers are staggering. Both platforms have recorded billions of dollars in trading volume related to the World Cup final, with contracts on Messi's performance, the final score, and even the coin toss drawing heavy action. Polymarket, the decentralized prediction market, has seen its highest activity since the 2024 U.S. election. Kalshi, the regulated U.S. exchange, is also reporting record interest.
This isn't just about Messi. The sheer scale of the betting suggests that prediction markets are becoming a mainstream way to engage with live sports — at least for a certain crowd. The volume is real, and it's happening now.
Crypto sponsors sit this one out
Four years ago, crypto brands were plastered all over the World Cup. This time? Silence. No fan token promotions, no crypto exchange ads, no blockchain sponsor logos on the boards. The absence is striking, especially given the billions flowing through prediction markets.
Fan tokens, once hyped as the next big thing in sports engagement, have gone quiet. No major club or tournament has launched a new token in months. The crypto industry's relationship with major sporting events appears to be cooling off — at least for now.
The timing isn't great for the sector. With prediction markets proving they can draw massive volume, the lack of official crypto sponsorship feels like a missed opportunity. Whether that changes for the next World Cup is anyone's guess.
