When Gianni Infantino took the helm of FIFA in 2016, the organization was still reeling from a massive corruption scandal that had forced Sepp Blatter’s resignation. Infantino promised a clean break, and his tenure has been marked by a series of structural reforms that have reshaped the governing body’s reach and finances.
The centerpiece of his vision is the 2026 World Cup, a tournament that will expand to 48 teams and feature 104 matches spread across the United States, Mexico and Canada. Organizers project that the event will generate $8.9 billion in revenue, a figure that dwarfs the earnings of the recent Paris Olympics and underscores the financial stakes for both Infantino and FIFA.
Under Infantino’s leadership, FIFA’s revenue has surged, with a 73 percent increase in the latest four‑year budget cycle. The expansion of the Club World Cup from seven to 32 clubs added roughly $2 billion to the federation’s coffers, while vertical integration has given the federation tighter control over global soccer’s commercial ecosystem.
The Business of Expansion
The financial allure of a larger tournament has attracted major sponsors such as Pepsi, Coca‑Cola, AB InBev and Airbnb, each of which sees the global exposure as a strategic investment. Their involvement reflects a broader trend of corporate partnerships that blend sports spectacle with brand visibility.
These sponsorships not only fund the tournament’s logistics but also amplify the commercial reach of FIFA’s digital platforms, reinforcing its grip on the sport’s worldwide audience.
Critics argue that this growth has come at the cost of internal debate. Detractors point to Infantino’s close relationships with leaders in Qatar and Saudi Arabia, where the 2034 World Cup was awarded after a sole bid, raising questions about the transparency of FIFA’s voting processes. The organization’s dominance makes it difficult for rival bodies to challenge its decisions.
Dynamic pricing strategies have pushed ticket prices higher, with FIFA retaining a substantial share of the proceeds. A recent survey found that about 80 percent of American hotels reported World Cup bookings below expectations, highlighting the uneven economic impact across host communities.
On the field, young talents like Spain’s Lamine Yamal are poised to become major drawcards, with the 18‑year‑old set to earn up to $46 million this year as he becomes a focal point of the tournament’s marketing.