Jude Bellingham just scored his way into the semifinals of the 2026 FIFA World Cup, and every major brand on the planet is paying attention. Every major brand except, apparently, the ones with tokens.
The 23-year-old Real Madrid midfielder has been the driving force behind England’s deep run in the tournament, including two goals in a 2-1 extra-time quarterfinal victory over Norway that cemented his reputation as one of football’s most clutch performers. The media has started calling him “Brand Bellingham,” a nod to the commercial juggernaut he’s becoming. And his new partnership with Adidas tells you exactly where the smart sponsorship money is flowing.
The conspicuous absence of crypto
Here’s what’s interesting for anyone watching the intersection of sports and digital assets: crypto is nowhere near this story. Not even in the background.
Rewind a few years and this would have been unthinkable. During the 2021-2022 boom, crypto exchanges and token projects were falling over themselves to slap logos on jerseys, stadiums, and any athlete willing to hold a branded basketball. FTX had naming rights to the Miami Heat’s arena. Crypto.com bought the Staples Center’s identity. Fan tokens from Socios were plastered across the shirts of FC Barcelona, PSG, and Juventus.
