FIFA’s expanded World Cup turns into a $9 billion revenue event

Spain lifted the World Cup on Sunday, and FIFA walked away with the bigger business headline: the expanded 2026 tournament is expected to generate more than $9 billion in revenue, according to FIFA’s own estimates reported by CNBC. For everyday investors, the takeaway is clear: the world’s largest sports properties are becoming bigger media, ticketing and sponsorship machines.

Spain beat Argentina 1-0 after extra time in the final at the New York New Jersey Stadium in East Rutherford, New Jersey. Ferran Torres, the Barcelona forward, scored the only goal, giving Spain its second men’s World Cup title. Argentina finished with 10 players after Enzo Fernández received a second yellow card for a foul on Spain defender Pau Cubarsi.

The final also featured the World Cup’s first halftime show, with Madonna, Justin Bieber, BTS and Shakira among the performers. CNBC reported that the break ran longer than 27 minutes and drew criticism from some commentators and fans.

Why the format mattered financially

The 2026 World Cup was the first to include 48 teams, up from 32 at the prior tournament. That change lifted the number of matches to 104 from 64 and stretched the event to six weeks from four.

That is the core business mechanism. More matches mean more broadcast inventory, more tickets to sell and more sponsorship opportunities. In sports media, “inventory” means sellable airtime or content slots, such as live games and ad placements around them. FIFA, as world soccer’s governing body, controls the commercial rights tied to the tournament.

Ticket pricing became a flashpoint before and during the event. CNBC reported that tickets ranged from $60 to more than $10,000, while TicketData put the median price above $900.

Demand still held up, according to Football Benchmark. Antonio Di Cianni, director of advisory at the analytics provider, told CNBC’s “Squawk Box Europe” that group-stage stadium utilization was “basically sold out” at 99%, adding that fans showed they were willing to pay those prices.

Infantino eyes an even larger event

FIFA President Gianni Infantino has pushed the expansion strategy, and CNBC reported that he has already raised the possibility of a 64-team World Cup in 2030. Asked about the idea by Swiss broadcaster Blue Sport on July 10, Infantino said FIFA would examine those issues after the World Cup.

Kieran Maguire, an associate professor in football finance at the University of Liverpool, told CNBC that a 64-team format would mean nearly one-third of eligible countries could take part. He said it could make the World Cup more like the Olympics for football, with more nations able to say they participated even if trophies remain concentrated among a smaller group.

FIFA’s politics and money flows are closely linked because the organization is a nonprofit that redistributes funds to member associations. CNBC reported that FIFA plans to distribute $2.7 billion in development funding to its 211 member states from 2027 through 2030 under its FIFA Forward 4.0 program.

Maguire told CNBC that under Infantino, FIFA gives significant funding to smaller countries, whose federations then vote in presidential elections.

Trump’s role drew scrutiny

President Donald Trump played a visible role in the tournament, which the United States co-hosted with Mexico and Canada. CNBC reported that FIFA gave Trump its first peace prize last year, after Trump had sought the Nobel Peace Prize and did not receive it.

Trump’s 2025 financial disclosure, made public last week, showed Infantino gave him 10 tickets valued at $15,000 to last July’s FIFA Club World Cup final at MetLife Stadium in New Jersey, according to CNBC.

The relationship faced more attention after Trump said he called Infantino to ask for a review of a one-game suspension for U.S. men’s national team player Folarin Balogun following a red card against Belgium. The suspension was later rescinded. “I asked for a review because I didn’t think it was a foul,” Trump said, according to CNBC. “I didn’t know what the hell a red card was.”

FIFA has already set aside a $6 billion budget for the 2030 World Cup, CNBC reported. The tournament will mark the competition’s 100th anniversary, and FIFA has described it as an event likely to be more attractive for broadcasters.

This story draws on original reporting from CNBC.