World Cup riches: who wins big and who pays the price

The expanded 2026 World Cup is expected to push FIFA revenues into the tens of billions from broadcasting, licensing, sponsorships and ticket sales, with new monetization like secondary resale and hydration-break ad inventory; fans face sky-high prices for tickets, travel and hotels; broadcasters and sponsors stand to gain from broad advertising and sponsorship opportunities; host cities are likely to see limited long‑term economic benefits; merchandise demand is soaring (despite counterfeits); and betting operators expect a record boom, making FIFA, brands and media the big winners while fans and host economies bear the costs.