World Cup hero Bajraktarević highlights crypto’s fading grip on athlete sponsorships

Esmir Bajraktarević is arguably the most compelling story at the 2026 FIFA World Cup. A 21-year-old born in Wisconsin to Bosnian parents, he scored the decisive penalty against Italy on March 31 to secure Bosnia and Herzegovina’s second-ever World Cup berth. He previously represented the US at youth level, earned a senior USMNT cap in January 2024, then switched allegiance to Bosnia.

As of late June 2026, Bajraktarević has zero prominent cryptocurrency endorsements or blockchain projects attached to his name.

The athlete-crypto sponsorship pipeline has gone quiet

Rewind to 2021 and 2022. Crypto exchanges were plastering their logos on stadiums, signing NFL quarterbacks, and buying Super Bowl ads at roughly $7 million per 30-second spot. FTX had its name on the Miami Heat’s arena. Crypto.com paid a reported $700 million to rename the Staples Center in Los Angeles.

Bajraktarević is exactly the type of athlete crypto companies used to target: young, viral, multicultural backstory, massive upside. He transferred from New England Revolution to PSV Eindhoven in early 2025. He scored his first senior international goal for Bosnia in a World Cup qualifier against Romania in November 2025. He made his World Cup debut on June 12, 2026, against Canada. Bosnia advances to the Round of 32 and faces the USMNT on July 1, meaning Bajraktarević will literally play against the national team he once represented. And yet, no crypto deal.

Sorare cards exist, but that’s about it

The one tangible crypto-adjacent connection to Bajraktarević is Sorare, the fantasy sports platform built on blockchain technology that offers digital player cards as collectibles. His cards are available on secondary marketplaces. Sorare has licensing deals with leagues and federations, so players appear on the platform whether they’ve signed individual deals or not.

What this means for digital collectibles and sports tokens

Fan tokens issued by clubs through platforms like Socios saw significant price declines after the initial hype faded. NBA Top Shot, which popularized the concept of video highlight NFTs, has seen trading volumes drop dramatically from its early days.

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