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THE DATA, DOLLARS AND DRAMA OF THE 2026 FIFA WORLD CUP

The 2026 World Cup is no longer just about goals and glory, it is shaping up to be a sprawling economic and technological spectacle, where data, dollars and digital engagement take centre stage alongside football.

Set to be the largest tournament in FIFA history, the 2026 edition will expand to 48 teams and 104 matches across the United States, Canada and Mexico, with a projected audience of more than 6 billion people, roughly three-quarters of the global population.

The scale alone marks a structural shift from a quadrennial sporting event into a global platform that blends sport, economics and technology at unprecedented levels.

Brokerages are increasingly framing the tournament through that lens. Strategists at BofA say it will be "the biggest ever" World Cup, with the potential to add roughly $41 billion to global GDP and create close to a million jobs, driven by surging travel, tourism and consumption.

Airlines, hotels, restaurants, sportswear makers and media companies are among the key beneficiaries, alongside newer winners such as streaming, social media and online betting platforms. In effect, the World Cup acts as a concentrated burst of global economic activity with spillovers across sectors.

Strategists at BofA describe 2026 as the first "AI World Cup", where massive volumes of data and digital engagement will underpin everything from match analysis to fan experience. Streaming and mobile viewing are expected to rival or exceed traditional television, turning fans into real-time participants and reinforcing the shift toward a digital-first sports economy.

BofA's survey point to France as the most likely winner, while strategists at Goldman Sachs, using a quantitative model, see Spain as the frontrunner with around a 26% probability, followed by France and Argentina. Goldman cautions that such forecasts are inherently uncertain, with outcomes shaped by momentum, geography and the unpredictable nature of football itself.

(Rashika Singh)

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