Why the 2026 FIFA World Cup Will Be the Biggest Event in the World of Entertainment

1.5 billion people watched the 2022 World Cup final between Argentina and France. The entire 2022 tournament was watched by about 5 billion people worldwide.

The 2026 World Cup is going to be even bigger. It is much bigger. And by the time the last whistle blows in July, it will have made more money than anything else in entertainment put together.

The scale is genuinely new

This is the first World Cup with 48 teams instead of 32. This means there will be 104 matches instead of 64. The tournament is held in three countries – the United States, Canada, and Mexico – and takes 39 days. Around three billion people – about three-quarters of the world's population – are expected to use it in some way.

FIFA's revenue over the next four years is expected to be $8.9 billion, 56% higher than the revenue from the 2022 World Cup in Qatar. A joint study by FIFA and the World Trade Organization found that the total global GDP impact is estimated at $40.9 billion. The United States alone is expected to see its GDP grow by $17.2 billion and create 185,000 new jobs.

Advertisers plan to spend $10.5 billion worldwide to reach these viewers. That's more than the total amount spent on ads during the regular NFL season, which was $5.7 billion.

Why this is entertainment, not just sport

FIFA president Gianni Infantino said the tournament was like "104 Super Bowls." That's not just marketing – it shows what the event has become.

Each match is a live event that can't be paused, replayed, or watched with the same stakes. That sense of urgency is what entertainment platforms spend billions trying to create. The World Cup delivers it naturally, 104 times across six weeks.

Nicole Pike, the global head of YouGov Sport, said it simply: "This isn't just a competition – it's a cultural event that's a big deal for sport, music, travel and identity."

Music concerts, film releases, streaming premieres – none of them get this much attention all at once around the world. A popular game of chance on a casino platform can be played in minutes. The World Cup is a huge event that everyone can enjoy for many weeks.

The money that follows

When six billion people pay attention, money moves. Hotels get full. Restaurants stay open for longer. The betting platforms are very busy. Streaming services compete for the right to show popular content. Cities make improvements to things like roads and public transport.

Canada says it will create over 24,000 jobs related to the World Cup. The host cities across the US are expected to receive $13.9 billion from visitors – money that will be spent in hotels, restaurants, transport, shops and entertainment.

The entertainment industry is closely linked to the world of politics. Media companies will make hundreds of millions more from advertising. People spent more money on food, drinks, sports equipment, and digital entertainment, including the Hot Hot Fruit game, in all three host countries and in other places too.

The loop that draws everyone in

The World Cup is different from other entertainment because it gets bigger every time you understand it better.

A person who watches football matches for fun will enjoy 90 minutes of the game. A dedicated fan follows the group stage, tracks how the team is doing, argues about tactics, watches the analysis after each match, and places a bet on the next game. The more you do it, the more you're in. That feedback loop – where more engagement leads to more engagement – is what every entertainment company is trying to build. The World Cup already has it. It always has.

FAQ

How big is the 2026 FIFA World Cup compared to the 2022 one?

There will be 48 teams competing, 32 teams, 104 matches in total compared to 64, three host countries taking part instead of one, and around 6 billion people expected to watch the tournament compared to 5 billion in 2022. FIFA projects $8.9 billion in revenue – a 56% increase over Qatar 2022.

How will the 2026 World Cup affect the economy?

A joint study by FIFA and the World Trade Organization (WTO) estimates that it adds $40.9 billion to the world's GDP. The US alone predicts that it will add $17.2 billion to the economy, create 185,000 jobs, and collect $3.4 billion in taxes.

Why is the World Cup seen as a kind of entertainment, and not just a sport?

It combines live urgency, global cultural identity, music, travel, betting, and media in ways no other event matches. Advertisers will spend a total of $10.5 billion worldwide to reach their audience – that's more than the entire NFL regular-season ad spend.