World Cup 2026: When the world looks to America next year, what will they see?

The FIFA World Cup is the most viewed event on the planet. It is bigger than The Olympics. It is bigger than The Super Bowl. And it is going to be harnessed by the new administration.

What’s in the order: The executive order, Establishing the White House Task Force on the 2026 FIFA World Cup, notes that the event is taking place “during the momentous occasion of the 250th anniversary of our country.”
The order calls for the setting up of a task force that will oversee the ways in which the administration and its agencies can assist in the preparations for the tournament. It also notes the opportunity to showcase the nation’s pride and hospitality whilst promoting economic growth and tourism. The President will be the chair of the Task Force.

What this means for companies:

• Many companies pay nine figure sums to sponsor the FIFA World Cup. Many others leverage it without paying. With the attention of the administration shining on this event, the exposure will rise and the ROI on sponsorship has new possibilities.
  
  
• FIFA has some of the most advanced capabilities of any organization to control and define the leverage of its assets. The mechanics of the interactions between FIFA and the Task Force will be a critical factor in how the sponsors and other American companies take advantage of this event. This will have its upsides and downsides.
  
  
• The Task Force will be housed in the Department of Homeland Security, and this has a positive impact on the safety and reliability of the games based in America.

The TCB take: This is a smart move from the administration. FIFA reported 5 billion people watched the tournament in 2022. Over one billion people watched the final alone. Attempting to attach this to the celebration of the American nation is bold. If done correctly, it will be very positive for the sport, for the companies supporting it, and for America.

However, tensions will almost certainly arise between the different ambitions of those involved. And let us not forget, “those involved” include Mexico and Canada—a partnership that is not in the best of health right now. Advertisers and sponsors need to monitor these developments closely: This could go right, but it could also go very wrong.