Even as FIFA is yet to finalise a media rights deal in India, the 2026 Men’s World Cup is set to generate the highest sponsorship revenue in the tournament’s history, with combined media rights and sponsorship revenues expected to exceed $6 billion, according to estimates by Ampere Analysis.
The expanded 48 team tournament, to be hosted across the US, Canada and Mexico, is creating significant opportunities for brands to promote themselves during the 2026 event. Media rights revenues are estimated to reach at least $3.8 billion, while sponsorship revenues are projected to touch $2.4 billion.
The US role as a host nation has emerged as a major driver of the tournament’s commercial growth. The value of media rights in the US has risen 94% compared with the 2022 Men’s World Cup, while US headquartered brands now account for more than half of all sponsorship revenue associated with the event.
“This edition of the FIFA Men’s World Cup is attracting record levels of sponsorship investment due to the increase in participating teams and the expanded number of matches,” said Chloe Ng-Triquet, analyst, sponsorship at Ampere Analysis.
“Hailed as the ‘biggest’ Men’s World Cup ever, brands have identified every opportunity to capitalise on innovative activations. With additional hydration breaks during matches, brands have more opportunities to advertise. Despite the absence of major sponsors headquartered in Canada or Mexico, the US is home to some of the world’s biggest brands, helping drive sponsorship revenue to an all-time high,” she added.
Media rights revenues for the 2026 FIFA Men’s World Cup are estimated at $3.8 billion, up 22% from the 2022 tournament, with some deals in Asian markets still to be finalised, Ampere said.
The value of media rights in the US has increased 94% compared with 2022, driven by the country’s role as a host nation, it added.
While linear broadcasters remain the dominant rights buyers for the tournament, some streamers have stepped up investments in the competition. Ampere noted that DAZN will stream the Men’s World Cup in markets including Japan, Italy and Spain.
According to Ampere, sponsorship revenues are expected to reach at least $2.4 billion, marking a 37% increase over the previous Men’s World Cup. Sponsorship spending is being driven by new entrants including DoorDash, Bank of America and ADI Predict Street, alongside brands historically associated with the tournament such as Adidas, Coca-Cola and Visa.
US headquartered brands account for 52% of sponsorship revenue, up from 36% in 2022. So far, no sponsors headquartered in Canada or Mexico have signed up.
Drinks, food and travel are currently the most represented sponsorship categories by number of deals, driven by companies such as Qatar Airways, Frito-Lay, Diageo, Mengniu Dairy, American Airlines, Budweiser and Marriott Bonvoy.
“While FIFA is currently below its target for media rights revenue for this Men’s World Cup, deals are yet to be confirmed in some Asian markets,” said Danni Moore, senior analyst, sports media rights at Ampere Analysis.
“However, even without those agreements in place, the 2026 edition of the tournament is generating the highest media rights value FIFA has achieved to date, driven by growth across several markets. As the country with the highest investment in sports rights globally, the US market, boosted by its role as one of the host nations, has had a considerable impact on the overall value of the 2026 event,” Moore added.
FIFA is yet to finalise a media rights deal for the 2026 Men’s World Cup in India, with negotiations continuing amid a gap in valuation expectations. ET had earlier reported that FIFA initially sought nearly $100 million for bundled India rights to the 2026 and 2030 World Cups before lowering expectations to around $35 million due to muted broadcaster interest. However, broadcasters remain cautious, with industry executives estimating the India rights value just for the 2026 edition at $10-15 million in the current market.
Zee Entertainment has also emerged as a key contender for the rights, alongside JioStar, as FIFA continues discussions with potential partners. FIFA media rights officials recently visited India to meet broadcasters and streaming platforms in an effort to close a deal ahead of the tournament, which begins in June.
The expanded 48 team tournament, to be hosted across the US, Canada and Mexico, is creating significant opportunities for brands to promote themselves during the 2026 event. Media rights revenues are estimated to reach at least $3.8 billion, while sponsorship revenues are projected to touch $2.4 billion.
The US role as a host nation has emerged as a major driver of the tournament’s commercial growth. The value of media rights in the US has risen 94% compared with the 2022 Men’s World Cup, while US headquartered brands now account for more than half of all sponsorship revenue associated with the event.
“This edition of the FIFA Men’s World Cup is attracting record levels of sponsorship investment due to the increase in participating teams and the expanded number of matches,” said Chloe Ng-Triquet, analyst, sponsorship at Ampere Analysis.
“Hailed as the ‘biggest’ Men’s World Cup ever, brands have identified every opportunity to capitalise on innovative activations. With additional hydration breaks during matches, brands have more opportunities to advertise. Despite the absence of major sponsors headquartered in Canada or Mexico, the US is home to some of the world’s biggest brands, helping drive sponsorship revenue to an all-time high,” she added.
Media rights revenues for the 2026 FIFA Men’s World Cup are estimated at $3.8 billion, up 22% from the 2022 tournament, with some deals in Asian markets still to be finalised, Ampere said.
The value of media rights in the US has increased 94% compared with 2022, driven by the country’s role as a host nation, it added.
While linear broadcasters remain the dominant rights buyers for the tournament, some streamers have stepped up investments in the competition. Ampere noted that DAZN will stream the Men’s World Cup in markets including Japan, Italy and Spain.
According to Ampere, sponsorship revenues are expected to reach at least $2.4 billion, marking a 37% increase over the previous Men’s World Cup. Sponsorship spending is being driven by new entrants including DoorDash, Bank of America and ADI Predict Street, alongside brands historically associated with the tournament such as Adidas, Coca-Cola and Visa.
US headquartered brands account for 52% of sponsorship revenue, up from 36% in 2022. So far, no sponsors headquartered in Canada or Mexico have signed up.
Drinks, food and travel are currently the most represented sponsorship categories by number of deals, driven by companies such as Qatar Airways, Frito-Lay, Diageo, Mengniu Dairy, American Airlines, Budweiser and Marriott Bonvoy.
“While FIFA is currently below its target for media rights revenue for this Men’s World Cup, deals are yet to be confirmed in some Asian markets,” said Danni Moore, senior analyst, sports media rights at Ampere Analysis.
“However, even without those agreements in place, the 2026 edition of the tournament is generating the highest media rights value FIFA has achieved to date, driven by growth across several markets. As the country with the highest investment in sports rights globally, the US market, boosted by its role as one of the host nations, has had a considerable impact on the overall value of the 2026 event,” Moore added.
FIFA is yet to finalise a media rights deal for the 2026 Men’s World Cup in India, with negotiations continuing amid a gap in valuation expectations. ET had earlier reported that FIFA initially sought nearly $100 million for bundled India rights to the 2026 and 2030 World Cups before lowering expectations to around $35 million due to muted broadcaster interest. However, broadcasters remain cautious, with industry executives estimating the India rights value just for the 2026 edition at $10-15 million in the current market.
Zee Entertainment has also emerged as a key contender for the rights, alongside JioStar, as FIFA continues discussions with potential partners. FIFA media rights officials recently visited India to meet broadcasters and streaming platforms in an effort to close a deal ahead of the tournament, which begins in June.
