USMNT’s World Cup momentum highlights crypto’s glaring blind spot in American soccer

The US Men’s National Team just dismantled Paraguay 4-1 in their opening match of the 2026 FIFA World Cup, and former goalkeeper Tim Howard thinks the squad is only getting started. Howard told OutKick that the dominant victory proves just how dangerous this team can be heading into their next fixture against Australia.

While the USMNT is generating serious buzz as co-hosts of the tournament alongside Canada and Mexico, one sector that’s conspicuously absent from the party is crypto. Despite digital asset firms pouring marketing dollars into sporting events globally, the US national team currently has zero crypto sponsorships or fan token partnerships.

Record eyeballs, zero crypto dollars

USMNT matches are pulling in record viewership numbers. As of mid-June 2026, not a single digital asset firm has secured a sponsorship deal with the USMNT, despite crypto companies actively targeting the World Cup as a marketing vehicle. The gap is specifically on the American side, where US Soccer appears to have either not pursued or not landed a crypto partnership.

The meme token problem

In the absence of any official digital asset partnership, an unofficial meme token called USMNTTOKEN has emerged in the market. It has no formal ties to US Soccer or FIFA.

Without proactive engagement from the official organization, the crypto narrative around American soccer gets shaped by unaffiliated actors with no accountability. Fans searching for a way to express their enthusiasm through digital assets are left with products that carry real financial risk and no institutional backing.

What Howard’s optimism means for the market opportunity

Howard emphasized that the Paraguay result demonstrates how dangerous the USMNT can be. If the team delivers a strong performance against Australia and advances deep into the tournament, the commercial value of any future sponsorship deal increases. Every win compounds the audience, the media attention, and the brand equity.

US Soccer’s reluctance, if that’s what this is, might reflect a calculated bet that crypto sponsorships carry reputational risk. FTX’s naming rights deal with the Miami Heat arena remains a cautionary tale that front offices haven’t forgotten.

Disclosure: This article was edited by Editorial Team. For more information on how we create and review content, see our Editorial Policy.