Things we think you missed at the FIFA World Cup 2026
From fan festivals to billion-dollar sponsorships, here’s what really happened beyond the pitch.
The FIFA World Cup 2026 was more than football, it became a global platform for entertainment, culture, business and nation branding.
Expanded to 48 teams and 104 matches, the tournament evolved into the largest sporting event ever staged.
Fans embraced concerts, fan festivals, tourism and cultural experiences, while brands and host cities proved that success wasn’t limited to official sponsorship.
This report explores four key insights from the tournament:
- – How football has evolved into a global entertainment ecosystem.
- – Why fan experiences have become a key driver of engagement.
- – How brands can win without official sponsorship.
- – How countries can leverage major sporting events to promote tourism, trade and culture.