FINANCE
MID THE INFECTIOUS sense of team camaraderie, colourful displays of cultural pomp and the mutual anxiety among fans seconds before the last penalty determines the match, the FIFA World Cup 2026 is such an intrinsic part of modern life that it seems impossible to think of a time when it wasn’ t the deciding factor of our collective summer moods every four years. In reality, the global event is the product of decades of scaling, brand partnerships and meticulous strategic planning by sport industry professionals, large conglomerates, local businesses and the united influence of loyal supporters. The FIFA World Cup may be larger than the sum of its parts, but it couldn’ t hold the scope it does today without the support of beverage brands, athletic apparel makers, sports retailers, hospitality companies, travel firms and thousands of other brands across all business sectors.
US $ 2.7bn
– the estimated value of sponsorship revenue
These industries are instrumental in the success and growth of the event, both prior, during and long after the last game of each day. From June to July, the World Cup becomes an unstoppable force and associated businesses seize every opportunity to leverage themselves and platform their products and services on the global stage. For one whole month, no business sleeps.
An unmissable opportunity for brand-visibility For global companies, the World Cup provides one of the biggest brandvisibility opportunities they can hope for. With 48 countries participating and, according to FIFA, five billion people tuning into the 2022 World Cup, the chance to be seen on this kind of scale is a business no-brainer.
Large brands, such as Coca-Cola has started running its World Cup Trophy Tour, where fans can take photos with World Cup memorabilia and engage with brand activations such as product sampling. For multinational brands of this size and regard, the globally broadcast tournament is the ideal opportunity to be front and centre of consumers’ interaction with the World Cup and directly tie their branding with the event.
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