FIFA World Cup brand value climbs to $5.2bn

The assessment covers only the FIFA Men's World Cup and excludes the FIFA Women's World Cup

FIFA World Cup brand valued at USD5.2 billion

The FIFA World Cup brand has reached a value of USD5.2 billion ahead of the 2026 tournament, according to Brand Finance. The valuation represents a 244 percent increase since the 2010 tournament in South Africa, when the brand was valued at USD1.5 billion. The assessment covers only the FIFA Men's World Cup and excludes the FIFA Women's World Cup.

Brand Finance reported that the strongest growth occurred between the 2018 and 2022 tournaments, when the World Cup brand value increased by 71 percent. Despite reputational challenges following Qatar 2022, the brand has continued to grow, reaching its highest valuation for the 2026 edition.

Sponsorship remains the largest revenue driver

The 2026 tournament, being hosted jointly by the United States, Canada and Mexico, is the first FIFA World Cup to feature 48 teams. While the expanded format is expected to increase commercial opportunities, Brand Finance notes that it also raises questions about accessibility, governance and the tournament's long-term direction.

Sponsorship is the largest contributor to the FIFA World Cup brand value, accounting for USD1.9 billion. FIFA's commercial partners include Adidas, Coca-Cola, Visa and Hyundai-Kia, alongside more recent sponsors seeking access to the tournament's global audience.

Broadcasting delivers significant commercial value

Broadcasting rights contribute USD1.8 billion to the tournament's brand value, reflecting continued demand from media companies for one of the world's largest live sporting events. Long-term agreements, including Fox's U.S. broadcast rights, provide FIFA with stable revenue and reinforce the competition's international reach. Together, sponsorship and broadcasting account for more than two-thirds of the tournament's total brand value.

Ticketing contributes USD809 million, while licensing and merchandise account for USD397 million. Other revenue streams, including hospitality, digital products and ancillary commercial activities, contribute approximately USD313 million.

Commercial growth brings higher expectations

Scott Moore, Head of Sports Services at Brand Finance: "The FIFA World Cup brand’s $5.2 billion valuation reflects both its resilience and its opportunity. What’s particularly striking is that brands, broadcasters and fans are still showing up in force - the tournament itself often transcends the politics around it. However, global appeal brings heightened expectations. With more teams, more matches and three host nations, the opportunity is significant – but so too is the pressure on FIFA to protect and enhance one of the most valuable and influential brands in global sport."

Brand Finance also highlighted the role of the United States as the principal host of the 2026 tournament. The country ranks as the world's leading Soft Power nation and third globally for influence in sport in the Brand Finance Global Soft Power Index. With billions of viewers expected to follow the competition, the tournament is expected to provide both opportunities to strengthen the country's international reputation and increased global scrutiny.

www.brandfinance.com

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