2026 World Cup Sponsors: Brands Paying Millions
2026 World Cup Sponsors: The Brands Paying Millions to Be at the Tournament
The 2026 World Cup—to be held in Mexico, the United States, and Canada—promises not only to be the biggest in history due to its 48-team format, but also the most lucrative for FIFA. According to projections by sports consultancy SportBusiness, sponsorship revenue will exceed $2.5 billion, 35% more than in Qatar 2022. Behind that astronomical figure lies an army of global brands paying fortunes to associate their logos with the football fever.
The Top Investors: Who They Are and How Much They Spend
FIFA divides its sponsors into three categories: (the highest level, with a contract for the World Cup cycle), , and . For 2026, the FIFA Partners panel is almost complete: , , , , and —which renewed until 2030—each shell out between for the global package. Added to these are tech giants like and , who are negotiating regional deals for North America.
