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   Who actually gets paid when the World Cup comes to town
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   Qatar spent $220 billion to host the World Cup. The United States spent almost nothing. That gap explains everything.
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           Wednesday, June 24, 2026
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          Getty Images
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           How FIFA built the most profitable sporting event in history and convinced governments to pay for it
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          On June 11, 2026, the largest World Cup in history kicked off across the United States, Canada, and Mexico. Forty-eight teams, 104 matches, 16 stadiums, 39 days. FIFA's president called it a celebration of football's global family. FIFA's finance team called it something else: the organization's biggest commercial payday in history, projected to generate
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           $8.9 billion in tournament revenue
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          — a 56% increase on Qatar 2022, which was itself a record.
         </p>
         <p>
          The question worth asking, as the flags go up and the anthems play, is a simple one. Who is actually getting paid?
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              SPONSORED
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           four main revenue streams
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            Broadcasting rights ($4.26 billion, its single largest source),
           </span>
          </li>
          <li>
           <span class="ql-ui">
           </span>
           <span style="font-family:Arial,Helvetica,sans-serif">
            Hospitality and ticketing ($3.1 billion),
           </span>
          </li>
          <li>
           <span class="ql-ui">
           </span>
           <span style="font-family:Arial,Helvetica,sans-serif">
            Marketing and sponsorship ($2.7 billion),
           </span>
          </li>
          <li>
           <span class="ql-ui">
           </span>
           <span style="font-family:Arial,Helvetica,sans-serif">
            Digital and licensing fees.
           </span>
          </li>
         </ul>
         <div style="font-family: Arial, Helvetica, sans-serif">
          <br/>
         </div>
         <div>
          <span style="font-family:Arial,Helvetica,sans-serif">
           <span class="ql-cursor">
            
           </span>
           Almost none of this flows to host governments. It flows to Zurich, where FIFA is headquartered, and where it has been tax-exempt since 
1994.
          </span>
         </div>
         <div>
          <br/>
         </div>
         <div>
          <span style="font-family:Arial,Helvetica,sans-serif">
           The commercial architecture of the 2026 tournament reflects two decades of refinement. Ampere Analysis projects
          </span>
          <a data-linktext="broadcast revenue of $3.8 billion" data-linktype="Normal" style="color:#105C8E;font-family:Arial,Helvetica,sans-serif" target="_blank">
           broadcast revenue of $3.8 
billion
          </a>
          <span style="font-family:Arial,Helvetica,sans-serif">
           , up 22% from Qatar, driven largely by the US hosting location and favorable time zones for European and Asian broadcasters. Sponsorship revenue is projected at $2.4 billion,
          </span>
          <a data-linktext="up 37%" data-linktype="Normal" style="color:#105C8E;font-family:Arial,Helvetica,sans-serif" target="_blank">
           up 37%
          </a>
          <span style="font-family:Arial,Helvetica,sans-serif">
           , with FIFA having nearly sold out its entire commercial inventory. The Fox Sports and Telemundo US rights deal alone is worth approximately $1.25 billion — the single most valuable territorial rights agreement in World Cup history.
          </span>
         </div>
         <div>
          <br/>
         </div>
         <div>
          <span style="font-family:Arial,Helvetica,sans-serif">
           Meanwhile, 14 of FIFA's 26 commercial partners are headquartered in the United States: Coca-Cola, Visa, Bank of America, McDonald's, Verizon, and DoorDash among them. The host country 
is also the tournament's most important commercial market. That is not a coincidence. It is the entire point of bringing the tournament to North America.
          </span>
         </div>
        </td>
       </tr>
       <tr class="trpad0">
        <td class="editor-cell-text td100" colspan="6" style="width:100%;padding:10px 0;vertical-align:top;font-family:Noto Sans,sans-serif;font-size:16px">
         <h3 style="mso-line-height-rule:exactly;Margin:0;font-family:Noto Serif,serif;font-size:18px;color:#105C8E;font-weight:bold">
          <span style="color:#000000;font-family:Arial,Helvetica,sans-serif;font-size:18px">
           What hosts actually get
           <span class="ql-cursor">
            
           </span>
          </span>
         </h3>
        </td>
       </tr>
       <tr class="trpad0">
        <td class="editor-cell-text td100" colspan="6" style="width:100%;padding:10px 0;font-size:16px;line-height:1.7;font-family:Arial,Helvetica,sans-serif;vertical-align:top;mso-line-height-rule:exactly">
         <div>
          <span style="font-family:Arial,Helvetica,sans-serif">
           The benefits that flow to host nations are real but structurally different. Visitor spending, hotel occupancy, restaurant
revenue, transportation, and temporary employment are the primary economic gains.
          </span>
          <a data-linktext="Allianz estimates" data-linktype="Normal" style="color:#105C8E;font-family:Arial,Helvetica,sans-serif" target="_blank">
           Allianz estimates
          </a>
          <span style="font-family:Arial,Helvetica,sans-serif">
           the US may see a $6.1 billion GDP uplift, Mexico about $1.7 billion, and Canada about $1.3 billion — 
meaningful numbers in isolation, modest numbers relative to the scale of three of the world's largest economies.
          </span>
         </div>
         <div style="font-family: Arial, Helvetica, sans-serif">
          <br/>
         </div>
         <div>
          <span style="font-family:Arial,Helvetica,sans-serif">
           What does not flow to host nations is the commercial revenue. And what does flow to FIFA from host nations is considerable.
          </span>
          <a data-linktext="Mexico has granted" data-linktype="Normal" style="color:#105C8E;font-family:Arial,Helvetica,sans-serif" target="_blank">
           Mexico has granted
          </a>
          <span style="font-family:Arial,Helvetica,sans-serif">
           FIFA and its corporate affiliates a complete exemption from federal taxes, covering all tournament activities. This is not a new development — FIFA has required tax concessions from every host country since at least the South Africa 2010 World Cup, structured as a formal 
government guarantee in the bidding process. Host governments do not just welcome FIFA. They underwrite it.
          </span>
         </div>
         <div style="font-family: Arial, Helvetica, sans-serif">
          <br/>
         </div>
         <div>
          <span style="font-family:Arial,Helvetica,sans-serif">
           <span class="ql-cursor">
            
           </span>
           On the cost side, a
          </span>
          <a data-linktext="ProPublica and Houston Chronicle" data-linktype="Normal" style="color:#105C8E;font-family:Arial,Helvetica,sans-serif" target="_blank">
           ProPublica and Houston Chronicle
          </a>
          <span style="font-family:Arial,Helvetica,sans-serif">
           review of US host-city contracts found that almost all organizing costs fall on cities, while their ability to collect revenue is limited. American taxpayers are contributing a broader $625 million investment, including $65 million for Houston's stadium alone. In
          </span>
          <a data-linktext="Canada" data-linktype="Normal" style="color:#105C8E;font-family:Arial,Helvetica,sans-serif" target="_blank">
           Canada
          </a>
          <span style="font-family:Arial,Helvetica,sans-serif">
           , the Parliamentary Budget Officer estimates total government support for hosting at C$1.066 billion, or roughly C$82 million per match.
          </span>
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        <td class="editor-cell-text td100" colspan="6" style="width:100%;padding:10px 
0;vertical-align:top;font-family:Noto Sans,sans-serif;font-size:16px">
         <h3 style="mso-line-height-rule:exactly;Margin:0;font-family:Noto Serif,serif;font-size:18px;color:#105C8E;font-weight:bold">
          <span style="color:#000000;font-family:Arial,Helvetica,sans-serif;font-size:18px">
           The white elephant problem
           <span class="ql-cursor">
            
           </span>
          </span>
         </h3>
        </td>
       </tr>
       <tr class="trpad0">
        <td class="editor-cell-text td100" colspan="6" style="width:100%;padding:10px 
0;font-size:16px;line-height:1.7;font-family:Arial,Helvetica,sans-serif;vertical-align:top;mso-line-height-rule:exactly">
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          <span style="font-family:Arial,Helvetica,sans-serif">
           This asymmetry is not unique to 2026. It is the defining feature of the World Cup's economics, and it has produced some of the most spectacular examples of misallocated public spending in modern history.
          </span>
         </div>
         <div style="font-family: Arial, Helvetica, sans-serif">
          <br/>
         </div>
         <div>
          <span style="font-family:Arial,Helvetica,sans-serif">
           Qatar 2022 cost an estimated
          </span>
          <a data-linktext="$220 billion" data-linktype="Normal" style="color:#105C8E;font-family:Arial,Helvetica,sans-serif" target="_blank">
           $220 billion
          </a>
          <span style="font-family:Arial,Helvetica,sans-serif">
           — by far the highest figure in World Cup history. Russia 2018 cost around $14 billion. Brazil 2014 cost $15 billion and left 
behind a series of stadiums that have since sat mostly empty. The Arena da Amazônia in Manaus — built in the middle of the Amazon rainforest for a city with no top-flight football team — has become the enduring symbol of this phenomenon.
          </span>
         </div>
         <div style="font-family: Arial, Helvetica, sans-serif">
          <br/>
         </div>
         <div>
          <span style="font-family:Arial,Helvetica,sans-serif">
           Economists Robert Baade and Victor Matheson
          </span>
          <a data-linktext="estimated" data-linktype="Normal" style="color:#105C8E;font-family:Arial,Helvetica,sans-serif" target="_blank">
           estimated
          </a>
          <span style="font-family:Arial,Helvetica,sans-serif">
           that Brazil 2014's economic impact fell between $5.5 billion and $9.3 billion short of pre-tournament projections. A 2014 Pew Research poll found that 61% of Brazilians said hosting the World Cup was not a wise use of public funds.
          </span>
         </div>
         <div style="font-family: Arial, Helvetica, sans-serif">
          <br/>
         </div>
         <div>
          <span style="font-family:Arial,Helvetica,sans-serif">
           The pattern is consistent enough that sports economists have given it a name. The "winner's curse" of major event bidding: the nation willing to promise the most to FIFA wins the tournament, and winning means absorbing costs that the commercial revenue will never fully offset.
          </span>
         </div>
        </td>
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        <td class="editor-cell-text td100" colspan="6" style="width:100%;padding:10px 0;vertical-align:top;font-family:Noto Sans,sans-serif;font-size:16px">
         <h3 style="mso-line-height-rule:exactly;Margin:0;font-family:Noto Serif,serif;font-size:18px;color:#105C8E;font-weight:bold">
          <span style="color:#000000;font-family:Arial,Helvetica,sans-serif;font-size:18px">
           Why 2026 might be different — and what that reveals
           <span class="ql-cursor">
            
           </span>
          </span>
         </h3>
        </td>
       </tr>
       <tr class="trpad0">
        <td class="editor-cell-text td100" colspan="6" style="width:100%;padding:10px 0;font-size:16px;line-height:1.7;font-family:Arial,Helvetica,sans-serif;vertical-align:top;mso-line-height-rule:exactly">
         <div>
          <span style="font-family:Arial,Helvetica,sans-serif">
           North America is the most important test case in the tournament's history, precisely because the usual dynamic may not fully apply.
          </span>
          <a data-linktext="Most US stadiums" data-linktype="Normal" style="color:#105C8E;font-family:Arial,Helvetica,sans-serif" target="_blank">
           Most US stadiums
          </a>
          <span style="font-family:Arial,Helvetica,sans-serif">
           already exist and are operated by profitable professional 
sports franchises, significantly reducing the risk of white elephant projects. The infrastructure — airports, hotels, transport networks — was already there. No country built for FIFA. FIFA came to them.
          </span>
         </div>
         <div style="font-family: Arial, Helvetica, sans-serif">
          <br/>
         </div>
         <div>
          <span style="font-family:Arial,Helvetica,sans-serif">
           This shifts the economic calculus in important ways. When a host nation does not need to construct new stadiums, the cost side of the ledger shrinks dramatically. The GDP uplift estimates, modest as they are, 
represent genuine gain rather than a partial offset against billions in construction debt. The 2026 tournament may well be the first in modern history where the host region comes out economically ahead in any meaningful sense.
          </span>
         </div>
         <div style="font-family: Arial, Helvetica, sans-serif">
          <br/>
         </div>
         <div>
          <span style="font-family:Arial,Helvetica,sans-serif">
           But that outcome, if it materializes, does not vindicate the World Cup model. It exposes it. The lesson of 2026 is not that hosting the World Cup is a good deal. It is that hosting the 
World Cup is a reasonable deal only if you do not need to do anything to prepare for it. The tournament rewards countries that are already rich and punishes countries that are not. Brazil needed new stadiums. Qatar needed everything. The United States needed almost nothing, and it will probably profit accordingly.
          </span>
         </div>
         <div style="font-family: Arial, Helvetica, sans-serif">
          <br/>
         </div>
         <div>
          <span style="font-family:Arial,Helvetica,sans-serif">
           FIFA understood this long before the economists did. The 2026 bid was not chosen because North 
America loves football more than other continents. It was chosen because North America is the world's most valuable commercial market, its infrastructure is already built, and its media companies will pay record sums for the broadcast rights. The tournament that presents itself as a celebration of global football unity is, at its commercial core, a very sophisticated mechanism for extracting value from the places best positioned to generate it.
          </span>
         </div>
         <div style="font-family: Arial, Helvetica, sans-serif">
          <br/>
         </div>
         <div>
          <span style="font-family:Arial,Helvetica,sans-serif">
           <span class="ql-cursor">
            
           </span>
           From $3.3 billion in revenue in 2006 to
          </span>
          <a data-linktext="a projected $8.9 billion in 2026" data-linktype="Normal" style="color:#105C8E;font-family:Arial,Helvetica,sans-serif" target="_blank">
           a projected $8.9 billion in 2026
          </a>
          <span style="font-family:Arial,Helvetica,sans-serif">
           , the World Cup has grown 170% in twenty years. The host nations have changed. The stadiums 
have changed. The politics have changed. The underlying arrangement has not. FIFA brings the tournament. The tournament brings the world. The world brings the money. And the money goes to Zurich.
          </span>
         </div>
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