World Cup 2026: Financial Winners and Losers

The 2026 FIFA World Cup, co-hosted by the United States, Canada, and Mexico, has been the largest tournament in history, with 48 teams and more matches than ever before. The expanded format has drawn billions of viewers and generated unprecedented revenue, but the financial impact has been uneven. While FIFA, broadcasters, and sponsors reap record profits, fans have borne the brunt of soaring costs for tickets, travel, and accommodation.

FIFA: The Clear Winner

World football's governing body, FIFA, is the tournament's biggest financial beneficiary. The organization generated a record $7.6 billion (£5.6 billion) from the 2022 World Cup in Qatar and is expected to surpass that figure in 2026, driven by the expanded 48-team format. Marion Laboure, senior strategist at Deutsche Bank Research, stated that FIFA is "without question" the main winner, with its revenues over the four-year cycle approaching $13 billion.

FIFA's income streams include broadcasting rights, licensing and hospitality rights, sponsorship deals, and ticket sales. Additionally, FIFA moved into the secondary market with its official resale marketplace, taking a 15% fee from both buyers and sellers, according to Laboure. The organization is reportedly considering further expansion to 64 teams, which could include football powerhouses like China and India, unlocking billions more viewers and additional revenue.

Fans: Financial Losers

While many fans fulfilled lifelong dreams by attending matches, the financial burden has been heavy. The cost of tickets alone drew widespread criticism, particularly FIFA's dynamic pricing strategy, which raises prices when demand is high. Even U.S. President Donald Trump remarked that he "wouldn't pay" when asked about the potential $1,000 ticket price for the U.S. opener against Paraguay.

Official tickets for the final at MetLife Stadium in New Jersey were offered at $32,970, while some resale tickets were listed for more than $2 million. FIFA President Gianni Infantino defended the pricing, arguing that it was in line with other major U.S. sporting events. Beyond tickets, fans faced inflated costs for flights, food, and accommodation. A notable example was the New Jersey Transit train fare to MetLife Stadium, which rose from the usual $12.90 round trip to $150 for a 30-minute journey during the tournament. After public backlash, prices were reduced but remained higher than normal.

Broadcasters and Sponsors: Winners

Broadcasters have invested heavily in television rights, but the massive viewership and advertiser demand have made the tournament highly profitable. Fox Sports, which reportedly paid $485 million for U.S. broadcast rights, sold advertising slots at premium rates. According to industry experts, a 30-second World Cup ad on Fox cost between $200,000 and $300,000 on average, reaching as high as $750,000 during U.S. matches in the final stages.

FIFA introduced hydration breaks during the 2026 tournament—three-minute pauses for players to drink water. Infantino said the breaks were "purely a sporting matter" with no additional revenue for FIFA. However, broadcasters and sponsors quickly capitalized on the new commercial opportunity. Fox Sports presented the breaks as "sponsored by" a brand, effectively creating additional advertising inventory. Laboure noted, "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."

In the UK, viewers watching on the BBC or ITV were shielded from hydration break adverts because the BBC carries no advertising, and ITV is restricted by regulator rules on the amount of commercials per hour.