Summary of Key Highlights
The 2026 FIFA World Cup in the United States, Canada, and Mexico was the most profitable in history, with estimated revenue exceeding $15 billion (approximately 101.9 billion RMB), 2 billion more than anticipated. The event achieved maximum commercialization, with the North American sports model deeply integrated into its organization. AI was used on a widespread scale for the first time. On the competitive front, there were many highlights such as Spain's double victory and Mbappé setting new records; however, controversies, including the use of "suspended" red cards, also drew criticism from fans. Overall, it served as a model of commercial success while seeking a balance between traditional football and modern business practices and technology.
I. Commercialization: Selling Everything That Can Be Sold
The commercialization efforts at this World Cup were truly unprecedented, with all sponsorship spots sold out well in advance, generating over $1.78 billion in revenue, setting a new record for single sporting events. The segmentation of rights was particularly meticulous:
- Lenovo-Motorola provided name tags for VIP boxes, featuring electronic devices with logos displayed on the back of each seat to show the names of the guests;
- Dove-Sunscreen printed advertisements on the armpits of fourth officials, which were perfectly visible when they raised their arms, highlighting the product's "dry armpit" benefit;
- Even the grass at the final match was sold in segments; the turf at New York's MetLife Stadium was divided into smaller plots, ranging in price from $450 to $3,000, and all were sold out, generating an additional $11 million in revenue.
- For the first time, championship rings were available for sale. In addition to 30 custom-made rings for the winning team, 1,996 commemorative rings were offered to fans, with potential collaborations with brands like LV (which often partners with the FIFA World Cup trophy).
In short, sponsorship was present everywhere, demonstrating how FIFA has maximized the commercial value of the event.
II. North Americanization: Bringing North American Sports Practices to the World Cup
This World Cup felt like a "football version of North American sports," with many elements commonly seen in North American leagues:
- Water Breaks: Due to the high temperatures in North America, water breaks were implemented during both halves, lasting 3 minutes each. While coaches and players complained about the disruption, broadcasters benefited significantly, earning over $250 million from these ads, accounting for half of their broadcasting fees;
- Integration of Entertainment: For the first time, there was a halftime show with performances by celebrities such as Madonna, Bieber, and BTS, turning the World Cup into a grand sports entertainment event;
- Merchandise Strategies: Selling championship rings and dividing the turf into segments were tactics previously used by the NBA and NFL, now adopted by the World Cup as well.
While North Americanization made the event more lively, it also caused dissatisfaction among traditional football fans who preferred the continuity of a 90-minute match.
III. The Competitive Field: New Records and Rising Stars
The competitive aspect of the tournament was filled with highlights and new rising stars:
- Spain's Double Victory: The Spanish men's team won their first World Cup in 16 years, and the women's team also took home the championship in 2023, becoming the second country to win both the men's and women's titles (the first being Germany);
- Mbappé's Rise to Stardom: At just 27 years old, Mbappé surpassed Messi as the World Cup's top scorer with 22 goals, becoming the first player to score 10 or more goals in a single tournament since 1970. His net worth increased to 200 million euros;
- The Popularity of Certain Players: Erling Haaland helped Norway eliminate Brazil and gained numerous fans, appearing in advertisements for brands like Wanglajie and Midea; Jude Bellingham attracted female fans with both his skills and good looks, seeing his net worth rise by 30 million to 160 million euros. Both players are likely to become new favorites among a broader audience, following the footsteps of Cristiano Ronaldo and Lionel Messi.
These stories added excitement and conversation to the World Cup beyond its commercial aspects.
IV. AI's Widespread Use: The World Cup Becomes "Intelligent"
This was the first "AI World Cup," where AI was not just an auxiliary tool but became an integral part of the entire event:
- More Accurate Refereeing: AI real-time tracking of players' positions and movements helped referees make quicker decisions on offside calls and analyze game data;
- Fans as Creators: Fans used AI to create beauty photos and videos of Haaland, actively participating in the discussion around the matches;
- Enhanced Brand Interactions: Sponsors moved beyond traditional advertising methods, using AI to provide personalized experiences (such as intelligent Q&A and content generation), engaging fans on a more interactive level.
While AI cannot replace the essence of football—such as the thrilling moments of a last-minute goal—it has indeed opened up new possibilities for the World Cup.
Conclusion: Balancing Commercial Success and Authenticity
The 2026 World Cup generated significant profits but also faced controversy. However, the core of the event remained unchanged: fans still cheered for goals and cried with joy in victory. Future World Cups may become even more commercialized and technologically advanced, but as long as there are those unforgettable moments on the field, it will continue to be the most popular sporting event globally. After all, while revenue is important, what people will remember forever are the thrilling moments of victories and the emotions shared by fans around the world.