Wednesday 24 June 2026 1:58 pm | Updated: Wednesday 24 June 2026 1:59 pm Fifa World Cup brand value trebles to £4bn thanks to sponsorship and media rights By: Frank Dalleres Sports Editor Share Facebook Share on Facebook X Share on Twitter LinkedIn Share on LinkedIn WhatsApp Share on WhatsApp Email Share on Email Add as a preferred source on Google This edition of the Fifa World Cup is the biggest ever The Fifa World Cup brand has grown in value to over $5bn after more than trebling in value in recent years, according to a new industry report. Consultancy Brand Finance estimates the World Cup brand is now worth $5.2bn (£4bn) – a 244 per cent increase on its value when the 2010 tournament was held in South Africa. Fifa has projected revenues of $13bn from the current edition of the competition, which is its biggest ever in terms of both number of teams, 48, and geographical spread, as it is taking place across the US, Canada and Mexico. “The Fifa World Cup brand’s $5.2b valuation reflects both its resilience and its opportunity,” said Brand Finance’s head of sports services Scott Moore. “What’s particularly striking is that brands, broadcasters and fans are still showing up in force – the tournament itself often transcends the politics around it. However, global appeal brings heightened expectations. News Updates Stay ahead with our three daily briefings delivering all the key market moves, top business and political stories, and incisive analysis straight to your inbox. “With more teams, more matches and three host nations, the opportunity is significant – but so too is the pressure on Fifa to protect and enhance one of the most valuable and influential brands in global sport.” Why Fifa World Cup brand value has increased Sponsorship revenue from partners including Adidas, Coca-Cola and Visa is the largest contributor to the World Cup brand, at $1.9bn. That is closely followed by broadcast rights for one of sport’s truly global properties, at $1.8bn. Other contributors to brand value include ticketing, licensing and merchandise, although Fifa has faced fierce criticism for its pricing at this tournament . The World Cup brand value is based on the men’s tournament only. The steepest single-cycle increase in brand value came between Russia 2018 and Qatar 2022, when brand value surged by 71 per cent. Brand Finance says the US is its top-ranked Soft Power nation and ranks third globally for influence in sport, thanks in part to its hosting of the majority of games at this World Cup. Read more Uefa threatens Infantino with criminal complaint as Fifa row takes explosive twist Share this article Facebook X LinkedIn WhatsApp Email Similarly tagged content: Sections Sport News Categories Sport Business Business Fifa World Cup Football Sport People & Organisations 2026 Fifa World Cup Adidas Brand Finance coca-cola Fifa football Visa Trending Articles Pensioners to hand over bank statements in government benefits crackdown Jaguar reveals the Type 01’s screen-free interior Jamie Carragher: HMRC petitions for Sky Sports star to be declared bankrupt City firms mandate phone and face-to-face comms bootcamps for Gen Z lawyers Jamie Vardy bags Bundesliga rights as he steps up streaming war with Neville and Lineker More from City AM Uefa threatens Infantino with criminal complaint as Fifa row takes explosive twist Sport Business Trump speaks up for Infantino at last as Fifa boss fights world football rebellion Sport Business Meet the top lawyer challenging Gianni Infantino’s Fifa power play Law Mexico breaks ranks and dents Uefa-led bid to oust embattled Fifa kingpin Infantino Sport Business Wenger rubbishes Infantino sell-off plan as senior Fifa figures desert president Sport Business Saudi Arabia backs Gianni Infantino ‘at this time’ in major boost to Fifa president Sport Business Trump regime distances itself from Infantino as under-fire Fifa boss faces calls to quit Sport Business Infantino crisis shows football needs independent non-exec, says ex-Fifa advisor Sport Business Subscribe Subscribe to the City AM newsletter to have our top stories delivered directly to your inbox. Subscribe By signing up to our newsletters you agree to the Terms and Conditions and Privacy Policy .
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