The 2026 FIFA World Cup was the biggest in the tournament’s history. Lasting 39 days, featuring 48 national teams and 104 matches, the expanded competition attracted a larger global television audience and generated unprecedented commercial returns.
While football’s biggest stars delivered unforgettable moments on the pitch, billions of dollars changed hands off it. The tournament produced clear financial winners, but it also left many supporters and businesses disappointed.
FIFA emerged as the biggest beneficiary. After generating a record $7.6 billion from the 2022 World Cup in Qatar, the governing body is expected to earn around $13 billion from the tournament hosted by the United States, Canada and Mexico, an increase of almost 80%.
The organisation’s income came primarily from broadcasting rights, licensing agreements, hospitality packages, sponsorship deals and ticket sales. One of the fastest-growing revenue streams was the official ticket resale platform, where FIFA collected a 15% commission from both buyers and sellers.
Fans pay the highest price
For many football supporters, attending a World Cup is a lifelong ambition. In 2026, however, the cost of travelling to the tournament and securing tickets proved prohibitively expensive.
Dynamic pricing, which increases ticket prices as demand rises, became one of the tournament’s most controversial issues. Even US President Donald Trump criticised the system before the competition began, saying he would not have paid $1,000 for the United States’ opening match against Paraguay.
Prices reached extraordinary levels for the final at MetLife Stadium in New Jersey. The cheapest official ticket cost $2,030, while four days before kick-off, the lowest resale price exceeded $6,500. Average resale prices climbed to around $11,000.
Could the tournament become even bigger?
The commercial success of the 2026 edition has encouraged FIFA to consider expanding the competition even further.
A proposal to increase the number of participating teams from 48 to 64 is already under discussion. While such an expansion would place additional pressure on players and the international calendar, it could also unlock enormous new television markets, particularly in countries such as China and India.
Travel costs also soared
The financial burden extended well beyond match tickets.
Flights, accommodation and food significantly increased the overall cost of attending the tournament. Local transport also became more expensive. During the competition, return train fares on New Jersey Transit to MetLife Stadium rose from the usual $12.90 to as much as $150.
Public criticism eventually forced the operator to reduce fares, although prices remained well above normal levels.
Broadcasters and sponsors cash in
Television networks that invested heavily in broadcasting rights are expected to record substantial profits thanks to record viewing figures and increased advertising demand.
One notable innovation was the introduction of mandatory hydration breaks. Although FIFA President Gianni Infantino described them as a sporting necessity, the three-minute pauses also created valuable advertising opportunities for broadcasters.
Industry estimates suggest television companies generated between $500 million and $600 million in additional advertising revenue during the tournament.
Host cities see mixed results
The 16 host cities across the United States, Canada and Mexico welcomed hundreds of thousands of visitors, boosting business for restaurants, bars and local retailers.
However, economists caution that short-term spending does not necessarily translate into lasting economic growth. While around 185,000 jobs were created during the tournament, most were temporary rather than permanent positions.
Hotels fall short of expectations
Despite hosting one of the world’s biggest sporting events, many hotels reported weaker-than-expected demand.
Industry representatives said bookings in host cities were lower than the previous year, with demand concentrated around individual matchdays rather than throughout the month-long tournament.
The American Hotel & Lodging Association (AHLA) criticised FIFA for reserving an excessive number of hotel rooms for its own operations, arguing that this distorted the market and created the impression of stronger demand than actually existed.
Around two-thirds of hotel operators in New York reported bookings below expectations, while in Seattle the figure reached 80%.
Replica shirts enjoy record sales
Sportswear manufacturers were among the tournament’s biggest commercial winners.
Nike reported that sales of national team shirts more than doubled compared with the 2022 World Cup.
Adidas said Mexico’s national team shirt became its best-selling football jersey during the competition, while JD Sports recorded record sales of England shirts. Scotland’s shirt proved even more popular, becoming the top-selling national team jersey in the United Kingdom throughout the tournament.
The continued popularity of football shirts as everyday streetwear also contributed to the surge in sales.
Betting reaches unprecedented levels
The 2026 World Cup also became the biggest betting event in history.
Industry estimates place total betting turnover at around $50 billion, roughly $500 million per match. The increase from 64 matches in 2022 to 104 in 2026 created significantly more betting opportunities, with live betting continuing to outperform traditional pre-match wagers.
Rapid growth in regulated betting markets, particularly in Brazil and the United States, helped more than double industry revenues compared with the Qatar World Cup.
In the United States, sports betting has expanded dramatically since a 2018 Supreme Court ruling opened the market beyond Nevada. Although betting remains illegal in states such as California and Texas, prediction markets have become increasingly popular among younger users, providing an alternative platform for sports forecasting.
Also read: Cristiano Ronaldo confirms he has played his last World Cup game
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