Has commerce overtaken the 2026 World Cup

The 2026 World Cup edition is set to become one of the most commercial in the tournament's history, as FIFA has adopted a new approach to increase revenues that goes beyond broadcasting rights, sponsorships, and ticket sales. This included selling luxury products such as pieces of the final match pitch, commemorative rings, and exclusive experiences like attending press conferences before the finals for amounts reaching thousands of dollars. The tournament also focused on exploiting every moment and memory to turn them into sellable products, applying American sports marketing principles. This raises questions about how sustainable this growth model will be in future editions, especially as the tournament moves to Spain, Portugal, and Morocco in 2030. FIFA aims to greatly maximize revenue, expecting tournament income between 2027 and 2030 to reach $14 billion, with increased value in broadcast rights and sponsorships, although some of these practices face legal and regulatory challenges in Europe.

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