The Global Impact of the 2026 World Cup

The World Cup is the most anticipated soccer tournament worldwide, taking place once every four years. The next edition is scheduled for 2026, and anticipation is steadily building across the globe. This event will leave a long-lasting impact, particularly on the host countries – the United States, Canada, and Mexico – in areas from the global economy and local business activity to commercial sponsorship and cultural influence. Let’s examine in detail how the 2026 World Cup will affect these key sectors.

Overall Economic Impact 

The 2026 FIFA World Cup is projected to generate roughly USD 80.1 billion in global gross output and contribute about USD 40.9 billion to the global GDP. Major industries benefiting from this surge include accommodation and food services, real estate, wholesale and retail trade, public administration, financial services, and transportation. The sports betting sector is also expected to see increased participation, with many taking part in World Cup 2026 betting, adding excitement for fans and expanding the market.

In addition, the event is forecasted to create approximately 824,000 full-time equivalent jobs around the world and deliver social benefits valued at around USD 8.28 billion. In the U.S., the economic contribution is expected to reach USD 30.5 billion in gross output and USD 17.2 billion in GDP, supporting close to 185,000 full-time equivalent jobs. These figures come from a comprehensive analysis incorporating data from FIFA, the World Trade Organization, Nielsen, and the OECD, with updates as recent as March 2025.

Host City Initiatives and Local Business Engagement

With the biggest soccer event globally arriving, host cities are preparing to welcome about 6.5 million visitors during the tri-nation tournament. This influx will boost tourism, hospitality, and retail sales significantly. Local businesses can benefit by participating in licensing programs, forming retail partnerships, securing media accreditation, or obtaining permits for public viewing events. 

Furthermore, host cities have the opportunity to establish independent sponsorship arrangements separate from FIFA’s international agreements. These local sponsorships could include companies such as Sportsbet, which might sponsor fan zones or organize promotional activities connected to the World Cup while not necessarily being official FIFA partners or using FIFA’s intellectual property. This approach allows local businesses, including betting companies, to engage with fans and capitalize on the tournament’s popularity.

Specialized Business Programs

Host cities are also investing in specialized programs to support their business communities ahead of the event. For example, Kansas City launched the Small Business Storefront Vacancy Revitalization Pilot Program, backed by a $1.4 million investment, aimed at helping local entrepreneurs and artists activate empty storefronts to serve the World Cup visitors. This initiative aims to generate direct economic benefits for small businesses by capitalizing on the increased foot traffic.

The Kansas City program also promotes procurement policies that prioritize local and minority-owned businesses. This encourages these companies to participate in event hosting, from catering to service contracts. Local businesses are encouraged to introduce soccer-themed promotions, create unique merchandise, and expand hospitality offerings to meet the heightened demand.

In Canada, Toronto anticipates the contributions of approximately CAD 2 billion to the national GDP, helping create and preserve over 24,000 jobs. Within the Greater Toronto Area, the World Cup is expected to contribute around CAD 940 million in economic output, over CAD 500 million to GDP, and sustain more than 6,600 jobs during the tournament.

Commercial Marketing and Sponsorship

FIFA projects revenues from the 2026 World Cup will surpass USD 10 billion, setting new records for sports events in terms of financial scale. Sponsorship and marketing opportunities are significant, with official partners gaining category exclusivity and extensive global exposure.

The expanded format of the 2026 tournament – from 32 to 48 teams and 64 to 104 matches – helps drive higher worldwide interest and broaden sponsorship sales. Major global companies like Adidas, Coca-Cola, Visa, Hyundai-Kia, Budweiser, McDonald’s, and Verizon are official sponsors. These partners benefit from category exclusivity, prominent branding in more than 200 countries, official marketing rights, and hospitality privileges.

Marketing strategies focus increasingly on delivering measurable returns through authentic connections with consumers rather than just simple presence. Meanwhile, non-sponsoring brands and local businesses are encouraged to find creative ways to activate their marketing around the tournament, making use of the wide audience to increase their visibility.

Cultural and Social Impact

Apart from the sporting spectacle, the 2026 World Cup stands as a major cultural event, expected to attract over five billion viewers worldwide. This widespread attention will fuel impactful social effects, ranging from community involvement and national pride to reinforcing global identity through sport. Social return on investment (SROI) studies highlight that, beyond measurable economic benefits, the World Cup fosters intangible social value such as community cohesion and increased collective pride, especially in host locations.

The tournament is set to combine sports with technology, media, and music, generating over 700 billion interactions across various media platforms. Cities like Vancouver plan to maximize these opportunities through initiatives promoting inclusive employment and social procurement strategies intended to ensure widespread community benefits. Vancouver also anticipates hosting around 1,600 international delegates in pre-event conferences, further contributing to the city’s economic and social impact by creating employment in related sectors.

Progress in Hosting Preparations

With less than a year remaining until the opening match on June 11, 2026, in Mexico City, all 16 host cities across the United States, Canada, and Mexico are actively preparing venues, infrastructure, and fan experiences.

United States

As the primary host, the U.S. will accommodate 11 cities prepared to manage the unprecedented scale of a 48-team, 104-match competition. Cities like Atlanta utilize existing sports and convention districts, including the Mercedes-Benz Stadium and Georgia World Congress Center, along with retail and hotel developments to create lively fan zones and entertainment hubs.

Canada

Canada will stage games in Vancouver and Toronto. Vancouver rejoined the bid after Montreal withdrew and is upgrading BC Place with improved facilities to meet FIFA requirements. Meanwhile, Toronto is expanding BMO Field’s capacity from 30,000 to 45,736 seats to satisfy FIFA’s stadium size standards.

Canadian organizers emphasize maximizing economic gains alongside social inclusion measures to ensure long-term community advantages from hosting matches. Transportation, accommodation, and entertainment plans are integral parts of the preparation process.

Mexico

Mexico is hosting matches in three cities: Mexico City, Monterrey, and Guadalajara. The historic Estadio Azteca in Mexico City, which previously hosted World Cups in 1970 and 1986, will hold the tournament’s opening match, making it a symbolically important venue.

These cities are improving existing stadiums and related infrastructure to comply with FIFA mandates and accommodate large audiences. Mexico’s extensive experience hosting World Cups ensures strong organizational capabilities for a smooth event, balancing local community needs with tourism and transportation management.

With these continued efforts, the 2026 World Cup promises to deliver a remarkable global impact across economic, commercial, cultural, and social dimensions, bringing benefits including billions in economic activity and job creation. The targeted steps that the host countries and cities are taking in preparation for World Cup 2026 show how they tend to capture these benefits by supporting local businesses, improving infrastructure, attracting sponsorships, and fostering community pride. With less than a year away, preparations continue to accelerate, setting the stage for a World Cup that will be remembered for its scale and lasting influence.