Julian Alvarez trains with Argentina ahead of World Cup, but where are the crypto tie-ins?

Julián Álvarez is back in full training with Argentina’s national team ahead of the 2026 FIFA World Cup, completing sessions without issue as the defending champions prepare to open their campaign against Algeria on June 16 at Arrowhead Stadium.

The 26-year-old Atlético Madrid forward, a key member of Argentina’s 2022 World Cup-winning squad, had been dealing with an injury that required specialized regenerative treatment. He’s now cleared to feature in upcoming friendlies, including a match against Iceland, and is expected to start the opener.

A World Cup without crypto sponsors

The last World Cup cycle saw crypto companies spending enormous sums on sports partnerships. FTX had its name on stadiums. Crypto.com sponsored the FIFA World Cup in Qatar. Socios and its fan token platform signed deals with dozens of national football federations.

Argentina’s football federation, the AFA, previously had a relationship with fan token platforms. The $ARG fan token on Socios’ platform was one of the most popular in world football, particularly after Argentina’s triumph in Qatar. Yet the current World Cup cycle has seen far less integration between national teams and digital asset companies.

The 2022-2023 crypto winter, punctuated by the collapse of FTX, Celsius, and other major players, vaporized the marketing budgets that had fueled sports sponsorships. Regulatory scrutiny in multiple jurisdictions made sports organizations more cautious about associating with crypto brands.

What Álvarez’s fitness means for Argentina

Álvarez’s return matters for Argentina’s title defense. His time at Atlético Madrid, following his move from Manchester City, has given him consistent minutes in one of Europe’s most demanding leagues. The regenerative treatment he underwent in Argentina appears to have fully resolved his fitness concerns.

Argentina’s path through the group stage begins with Algeria on June 16. The friendly against Iceland serves as the final audition, a chance for manager Lionel Scaloni to fine-tune his lineup with all his key players available.

The bigger picture for sports and crypto

During the 2022 tournament, the $ARG token saw significant price movement after Argentina’s semifinal and final victories. Fan token platforms still exist, but trading volumes have declined significantly from their 2022 peaks.

There are no reported crypto partnerships involving Álvarez or the Argentine national team heading into this tournament. No new token launches tied to Argentina’s squad. No blockchain-based ticketing initiatives making headlines. No NFT collections riding the tournament hype.

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