2026 World Cup: FIFA, Betting Firms, Retailers Cash In As Fans, Hotels Count Losses

The expanded 2026 FIFA World Cup has emerged as a major financial success for FIFA, betting companies and sportswear retailers, while many fans, hotels and several host cities have struggled to reap the economic benefits they had anticipated.

With the tournament expanded from 32 to 48 participating nations and jointly hosted by the United States, Canada and Mexico, the competition has generated unprecedented commercial activity across multiple industries.

FIFA Emerges Biggest Financial Winner

FIFA is expected to surpass the record $7.6 billion in revenue generated during the 2022 World Cup in Qatar, with analysts projecting even higher earnings from the 2026 edition.

According to Marion Laboure, Senior Strategist at Deutsche Bank Research, FIFA is the biggest financial beneficiary of the tournament.

She noted that the governing body’s total revenue across its current four-year commercial cycle is projected to approach $13 billion, driven by the expanded format and increased commercial opportunities.

FIFA’s income has been boosted through several revenue streams, including broadcasting rights, sponsorship agreements, hospitality packages, ticket sales, licensing deals and its official ticket resale platform, where it charges a 15 per cent fee to both buyers and sellers.

Fans Face Record Costs

While FIFA’s coffers continue to swell, many football supporters have borne the financial burden of attending the tournament.

Ticket prices became one of the competition’s biggest talking points, with official tickets for the World Cup final reaching as high as $32,970.

On the secondary market, some resale tickets were reportedly advertised for more than $2 million, pricing many supporters out of the sport’s biggest spectacle.

In addition to expensive match tickets, travelling fans have also had to contend with soaring costs for flights, accommodation, local transportation and food throughout the tournament.

Broadcasters Profit From Expanded Advertising Opportunities

Television broadcasters have also recorded significant financial gains during the tournament.

One of the biggest commercial innovations has been the introduction of hydration breaks during matches, creating additional windows for advertising.

According to reports, Fox Sports sold 30-second advertising slots during these breaks for between $200,000 and $300,000, with prices rising to as much as $750,000 during matches involving the United States national team.

Laboure described the hydration breaks as a valuable commercial asset.

“The hydration breaks are pure advertising inventory. I’d be extremely surprised if they disappear. The expanded format will stay because scale is now FIFA’s business model,” she said.

Sportswear Sales Reach New Heights

The tournament has also delivered a significant boost to global sportswear brands.

Nike revealed that sales of its national team jerseys have more than doubled compared to the 2022 World Cup, with England’s shirt emerging as its best-selling product.

Adidas also reported strong demand, naming Mexico’s national team jersey as its highest-selling World Cup shirt.

Retail chain JD Sports likewise announced record demand for England merchandise during the competition.

Football culture journalist Cee Valentina attributed the surge in shirt sales to football’s growing influence on fashion.

According to her, football jerseys have evolved beyond sports apparel to become everyday streetwear, fuelled by increasing interest in retro designs and customised kits.

Beckham Strengthens Commercial Influence

Former England captain David Beckham also enhanced his commercial profile during the World Cup through a series of high-profile advertising campaigns.

His continued visibility throughout the tournament further reinforced his position as one of football’s most marketable global personalities.

Betting Industry Records Huge Gains

Sports betting companies are also expected to emerge among the tournament’s biggest financial winners.

Financial services firm Macquarie estimates that approximately $50 billion will be wagered globally during the World Cup.

Macquarie analyst Chad Beynon said modern betting has evolved significantly, with live, in-play wagering becoming increasingly popular among football fans.

“Now it’s all about reacting to what you’re seeing on the field, adjusting your views. Whereas before it was kind of sit, watch, wait you had to place your bet before the match,” Beynon explained.

Hotels, Host Cities Miss Expected Windfall

Despite the tournament attracting millions of supporters, many hotels and host cities have failed to experience the expected economic boom.

Industry organisations in both the United States and Canada reported hotel bookings below initial forecasts, despite hosting several World Cup fixtures.

Some economists have questioned the long-term financial benefits of staging major sporting events, arguing that expectations often exceed reality.

Alexander Budzier, a fellow in management practice at Oxford University, said while such tournaments create temporary employment opportunities, they rarely generate lasting economic wealth.

“It creates jobs, but it does not create wealth,” he said.

World Cup Nears Grand Finale

The 2026 FIFA World Cup will conclude on Sunday, July 19, with defending champions Argentina facing Spain in the final at the New York New Jersey Stadium.

Kick-off is scheduled for 8:00 p.m. West Africa Time (WAT).

Adding to the spectacle, organisers have lined up a star-studded halftime show featuring performances from global music icons including Justin Bieber, Shakira, Burna Boy, Madonna, BTS and Coldplay, promising a memorable conclusion to what has become the biggest and most commercially successful World Cup in history.