The final was not a classic, but the 2026 World Cup in the United States, Canada and Mexico was a huge commercial success.
Spain were crowned champions for the second time, eventually killing off an obstinate Argentina after a turgid 120 minutes in New Jersey.
For FIFA, a Spain-Argentina final was a dream ticket. The game’s greatest superstar, Lionel Messi, against the heir apparent, Lamine Yamal. The narrative was mouth-watering and sales reflected that.
Once the data is released, it is likely to be the highest-grossing sports event of all time. It also was a meeting between two teams sponsored by Adidas, one of FIFA’s primary partners. Commercially, it was gold dust for Gianni Infantino, even if the action on the pitch ultimately disappointed.
FIFA, world soccer’s governing body, was originally projecting $13bn in revenue for its current financial cycle. But the sale of TV rights, merchandise, sponsorships, tickets and hospitality is now projected to top $15bn.
Viewing figures, though, were the biggest victory for FIFA. In a once-in-a-generation push to capture American audiences, soccer came through – big time.
And when the rights next go up for sale, the data is going to have a monumental effect on the price.
US World Cup TV rights package could fetch $3bn next time around, up from $485m
When Fox secured the English-language TV rights for the World Cup for $485m late last year, it was obvious to anyone in the sports business industry that they had got a bargain.
But after viewer data records kept tumbling throughout the tournament, the broadcaster’s deal looked better and better.
When the World Cup goes to Spain, Portugal and Morocco in 2030, Fox Sports, Netflix, ESPN and Paramount are all likely to bid.
Speaking to industry publication Front Office Sports, Daniel Cohen, executive vice president for media consultancy group Octagon, predicts that FIFA could demand $3bn for the rights to air the 2030 and 2034 World Cups in the US, packaging together the English and Spanish language rights.
ESPN owned World Cup coverage in the United States for 20 years and, for that period up to 2014, was synonymous with the tournament. Executives from the company say they are all-in to wrestle back control of the rights from Fox from 2030.
The auction process for the 2030 World Cup alone is likely to start at $1bn, and a bidding war will inflate the final price.
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