FIFA is trying to fight hate speech and sell you blockchain tickets at the same time. The 2026 World Cup, spread across the US, Canada, and Mexico, has become a fascinating case study in an organization attempting to be both a social justice champion and a crypto-forward institution, with mixed results on both fronts.
England midfielder Declan Rice has been the face of FIFA’s anti-homophobia campaign during the tournament, lending star power to messaging that the organization clearly wants front and center. But the on-pitch virtue signaling exists alongside a far less publicized revolution happening in FIFA’s back office: a full-scale migration of its digital asset infrastructure from Algorand to Avalanche.
The blockchain play hiding behind the headlines
FIFA has issued over 100,000 Right-to-Buy tokens for the 2026 World Cup. These tokens, which grant holders priority access to purchase tickets, have generated more than $25 million in secondary market trading volume.
The infrastructure powering this system recently migrated from Algorand to Avalanche, with more than 85,000 active addresses on the new network since the switch. Algorand had been FIFA’s blockchain partner since the 2022 Qatar World Cup. The stated purpose is straightforward: combat counterfeit tickets and streamline the purchasing process for fans.
