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Thu, 16 Jul 2026

Thu, 16 Jul 2026 The financial winners and losers from the World Cup

Big bucks are being made from the 2026 tournament off the field, but who is raking in the most?
Financial Winners: 1. Sponsors: Major sponsors like Coca-Cola, McDonald's, and Adidas have seen significant returns on their investments. 2. Betting operators: The World Cup has generated massive revenue for online betting platforms, with an estimated $50 billion in bets placed worldwide. 3. Ticket sales: Despite some empty seats, ticket sales have generated substantial revenue for the host countries and FIFA. Financial Losers: 1. Hotel industry: Hotel bookings were lower than expected in host cities, with many hotels reporting sold-out rates only around specific dates. 2. FIFA officials: Some FIFA officials have been accused of block-booking hotel rooms, creating false demand and harming the local economy. 3. Travel companies: Travel agencies and tour operators may not have seen the expected increase in bookings due to lower-than-expected demand. Other Financial Insights: 1. Regeneration projects: While there won't be significant economic benefits from development due to the use of existing infrastructure, some regeneration projects are underway. 2. Growth in sports betting: The World Cup has contributed to a surge in sports betting in the US, with an estimated $500 million wagered per match. Key Statistics: 1. $50 billion: Estimated amount placed in bets worldwide 2. 100 matches: More than double the number of matches played in 2022 3. $500 million: Estimated amount wagered per match Overall, while some businesses have benefited financially from the World Cup, others have been impacted by lower-than-expected demand or other factors.