The 2026 FIFA World Cup is delivering exactly what crypto companies paid for: global eyeballs, emotional investment, and viral moments tailor-made for marketing campaigns. As Mexico prepares to face England in a round-of-16 clash at Estadio Azteca on July 5, the tournament’s breakout star, Julian Quiñones, has become an unlikely poster child for the intersection of football and digital assets.
Quiñones, who scored the tournament’s opening goal against South Africa on June 11, has three goals in four World Cup appearances. That kind of performance doesn’t just sell jerseys. It sells fan tokens.
The fan token play
Brands in the crypto space, including Chiliz, Avalanche, and Kraken, have been actively using the World Cup’s visibility to market fan tokens and digital collectibles. The strategy is straightforward: attach your brand to the moments people can’t stop watching, then offer them a way to feel like participants rather than spectators.
Chiliz has been the most aggressive player in the sports-crypto crossover for years, powering fan token platforms that let supporters vote on minor club decisions and access exclusive content. Avalanche has leaned into the digital collectibles angle, positioning its blockchain as infrastructure for the next generation of sports memorabilia. Kraken, as a major exchange, benefits from the general uptick in crypto awareness that comes with plastering logos across tournament broadcasts.
