FIFA has given Donald Trump the nod to present the World Cup trophy at this year's final, a move that lands just as crypto partners Kraken and Avalanche ramp up their preparations for the big match. The trophy presentation—one of the most-watched moments in global sports—will put both Trump and the tournament's digital asset sponsors in front of a live audience expected to top a billion people. For an industry that has spent years chasing mainstream legitimacy, the timing couldn't be sharper.
Trump to hand over the trophy
The decision was confirmed by FIFA officials this week. Trump will walk onto the pitch after the final whistle on July 15 to present the golden trophy to the winning captain. It's the first time a former U.S. president has been tapped for the role, and it follows years of Trump's own flirtations with crypto—he launched a series of NFT collections in 2022 and 2023 and has publicly said he wants the U.S. to be a leader in digital assets. FIFA did not disclose whether Trump received a fee or donation for the appearance.
Kraken and Avalanche get World Cup stage
Kraken and Avalanche signed on as official crypto partners of the tournament back in 2024, and sources close to both firms say they're finalizing on-the-ground activations for the final in New York. Kraken is setting up a fan zone near MetLife Stadium with crypto-themed giveaways and educational kiosks. Avalanche, meanwhile, has been running a series of on-chain prediction pools tied to match outcomes, with the final expected to draw record participation. The exchange and the blockchain network have been coordinating with FIFA's marketing team for months to avoid any technical hiccups on game day.
A World Cup final audience is about as mainstream as it gets. Past finals have drawn more than 1.5 billion viewers globally. Having a former U.S. president and two prominent crypto brands share that spotlight is a direct signal to the billions who still see crypto as fringe or risky. The partnership gives Kraken and Avalanche a chance to introduce themselves to people who have never used a DEX or held a token. Whether that translates into new users depends on how well the on-ground activations and broadcast mentions stick—but the exposure alone is a step change from the industry's usual conference circuit.
The road to July 15
Both Kraken and Avalanche have been quietly stress-testing their infrastructure ahead of the final. Kraken boosted its customer support staff to handle potential sign-up surges, and Avalanche is running extra validator checks on its subnet that powers the prediction pools. The trophy presentation itself is a single moment, but the buildup—and the aftermath—will keep the crypto angle in the news cycle for days. The next concrete milestone is the final whistle on July 15, when the world will watch Trump, Kraken, and Avalanche share the biggest stage in sports.
