Fifa World Cup 2026: Brands that gained the most value
TBS Illustration
The World Cup's 21 sponsors added an estimated $7.2 billion to their combined brand value after investing $2.8 billion in sponsorship, generating an estimated $61 billion in enterprise value – equivalent to a 22-fold return on investment. Meanwhile, the Fifa World Cup 2026 brand was valued at $5.2 billion, of which sponsorship contributed $1.9 billion.
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