From 'Crypto World Cup' to Reality Check
During the 2022 Qatar World Cup, exchanges like FTX and Crypto.com spent hundreds of millions to become official FIFA sponsors, making headlines. Fast forward to 2026, the scene is markedly different. According to Odaily, only Kraken secured a spot in the official FIFA sponsorship program. More than ten other crypto firms have bypassed the expensive official route, choosing instead to sponsor individual clubs and players who command dedicated fan bases.
Kalshi Rides the Wave Amid Regulatory Shadows
Notably, Kalshi—the prediction market banned by the U.S. CFTC—has not obtained any official sponsorship rights. Instead, it is leveraging peripheral advertising and social media campaigns to 'free-ride' on World Cup buzz. This phenomenon highlights how the crypto industry, after the regulatory storms and market shakeouts from 2022 to 2025, has become more cautious with marketing budgets. The strategy has shifted from broad, expensive activations to precise, targeted engagements with core audiences.