Erling Haaland is playing in a World Cup for the first time, and he’s making sure nobody forgets it. Norway’s qualification for the 2026 FIFA World Cup, its first tournament appearance since 1998, has given the prolific striker the global stage he’s never had.
For crypto markets, Haaland’s World Cup debut is more than a sports story. The man whose Sorare NFTs have sold for over 265 ETH, roughly $600K to $750K, is now the most-watched player at the biggest sporting event on earth. And this tournament is the first where FIFA has gone all-in on blockchain infrastructure.
FIFA’s blockchain play is bigger than you think
Kraken became FIFA’s first official crypto exchange partner on June 9, 2026. The deal positions the exchange as a gateway for fan adoption across North America and Europe.
Then there’s the ticketing side. FIFA Collect, the organization’s digital collectibles and ticketing platform, runs on the Avalanche blockchain. The goal is straightforward: combat ticket scalping and fraud, two problems that have plagued every major tournament for decades.
