The other side of the World Cup: Saudi success leads the way as Morocco offers Africa a golden chance
Aramco emerges as the biggest winner
World Cup sponsorship is now delivering returns well beyond the boundaries of the stadium. A recent report has shown that global brands linked to the tournament gained billions of dollars in value. At the same time, Morocco staging the 2030 edition along with Portugal and Spain gives African companies a rare opportunity to strengthen their profile on the global stage.
Brand value
Brand Finance said in a new report that 21 global brands, headed by Saudi Arabia's Aramco, added 7.2 billion dollars to their brand value through sponsorship of the 2026 World Cup.
This number does not refer to direct profits or revenues generated during the tournament. Instead, it reflects the estimated increase in the financial value of each brand, driven by wider public awareness, a stronger reputation and improved expectations for future profit growth because of their World Cup association.
Technology, automotive, financial services and consumer goods were the sectors that benefited the most from sponsoring the tournament.
Aramco leads as other companies also record strong gains
Saudi Aramco ranked first among companies in terms of absolute brand value growth, with an increase of 1.08 billion dollars.
Brand Finance also placed the company at the top for its estimated contribution to enterprise value, meaning the total value of the company, which was put at about 26.142 billion dollars according to the firm's estimates.
Verizon was second with a rise of 1.03 billion dollars. Hyundai came next with 836 million dollars, followed by Coca-Cola with 733 million dollars, Bank of America with 631 million dollars, Visa with 532 million dollars, Home Depot with 402 million dollars, and Kia with 365 million dollars.
When measured as a percentage of original brand value before the tournament, Lenovo led the standings with a growth rate of 4.2%. Kia was next on 3.5%, followed by Hyundai on 3.4%, Aramco in fourth with 2.3%, and Hisense on 2.1%.
Investment worth billions of dollars
The report estimated the combined investment of the 21 World Cup sponsors at around 2.8 billion dollars. That spending produced 7.2 billion dollars in added brand value, as well as 61 billion dollars in enterprise value for the companies, which refers to the total value of each company.
Sponsoring the 2026 World Cup cost between 52 million and 76 million pounds sterling, according to Playmaker Clubhouse analysis. In return, sponsors reached an audience estimated at around 5 billion fans worldwide.
An African opportunity through the 2030 World Cup
According to Business Insider Africa, sponsoring companies have enjoyed major returns. However, not a single company headquartered in Africa appears on FIFA's list of official global sponsors.
The report argues that Morocco hosting the 2030 World Cup with Spain and Portugal gives African companies a historic opening to enter official sponsorship and regional partnership deals. Such a step would increase their brand value and reinforce their international presence.
