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الجزيرة الرياضية
Shepherds' billions in World Cup bets
The 2022 FIFA World Cup final between Argentina and France in Qatar experienced unprecedented viewership, with nearly 5 billion people watching the match—about 60.2% of the world's population— including 1.5 billion who watched the final live. This massive public engagement captured the attention of companies eager to seize this marketing opportunity through sponsored contracts, targeted advertisements, exploitation of broadcasting rights and stadium presence, as well as leveraging digital campaigns and real-time data collection to enhance their brands and build loyalty. The high level of engagement resulted in record-breaking revenues for the tournament, with projections indicating $2.8 billion from marketing rights for the 2026 World Cup.
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