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How to Turn the World Cup into a Money-Making Machine: Insights from Joseph Iskandar | Nadwa Al-Watan
The article discusses how the 2026 World Cup has been transformed into a highly profitable industry generating billions of dollars, despite the fact that FIFA—the Fédération Internationale de Football Association—is a non-profit organization dedicated to developing the sport globally. The tournament's revenues are expected to reach $13 billion, marking its highest earnings ever. While FIFA benefits from broadcasting rights valued at around $4 billion, ticket sales exceeding $3 billion, and sponsorship deals totaling about $3 billion, the financial burden falls on the host cities, which do not share in the profits despite FIFA investing $11.6 billion to promote global football development. Additionally, the tournament featured a controversial move with the approval of paid water breaks. These breaks were exploited by advertisers to generate hundreds of millions in profits and caused disruptions during matches. Furthermore, FIFA implemented strict policies to protect its logo, leading companies to adopt innovative marketing tactics—covering or altering their logos with promotional material at no cost—thus reflecting the greed of organizers and turning matches into massive advertising platforms.
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