Los angeles: As sporting events transform into a global entertainment industry, Associate Professor Dr. Danuwat Sakarik analyzes interesting economic perspectives on the 2026 FIFA World Cup, a historic event in many aspects, including the high number of matches (104) and the expansion of the final tournament to 48 teams, with three co-hosts: the United States, Canada, and Mexico.
According to Thai News Agency, Assoc. Prof. Dr. Danuwat pointed out that FIFA is the highest-earning entity, receiving a share of broadcasting rights fees, ticket sales, and merchandise licensing, representing a massive sum of money. Regarding the host nation, the United States has an advantage over past hosts like Brazil (2014) because it utilizes existing stadiums, minimizing the need for significant investment in new infrastructure and reducing the risk of facing long-term disadvantages.
Today, the FIFA World Cup is more than just a sporting event; it has evolved into a Sport + Entertainment event, a global entertainment activity that creates more excitement and added economic value than before. Related industries are also benefiting, including soaring sales of national team jerseys, even among those not watching in the stadium. Additionally, brands are using this opportunity to build brand recognition among a global audience. Furthermore, the music industry, with event songs and artists like Shakira, has become a significant source of revenue and economic value alongside the sporting events.
Reaching the final round of a football tournament is a tremendous way to build a national brand and stimulate soft power. For example, lesser-known countries like Cura§ao or Cape Verde can instantly boost tourism and economic interest on a global scale just by being listed in a competition.
In economics, national teams are valued based on the combined market value of their players. For example, England and France have a team value exceeding £1.4 billion. A spectacular performance at the World Cup can dramatically increase the market value of individual players. Furthermore, broadcasting technology such as advanced camera angles, goal-line technology, and real-time data analysis is another industry that has been upgraded to create more engaging viewer experiences.
Host countries for the 2030 and 2034 Games (such as Saudi Arabia) will face challenges related to extreme heat, requiring a strong emphasis on urban and environmental management. Regarding Thailand, Assoc. Prof. Dr. Danuwat views investment in sports as attractive because, in addition to aligning with the longevity trend, if Thailand can propel its national team to that level, it will significantly boost the domestic economy through increased sales and consumer spending. Crucially, hosting large-scale sporting events in the future requires strategic and prudent planning to ensure sustained revenue and the development of cost-effective infrastructure in the long term.
From Assoc. Prof. Dr. Danuwat's perspective, the economics of the FIFA World Cup is not limited to winning or losing on the field. It encompasses a large business network connecting entertainment, technology, national branding, and resource management, from which every country can learn lessons in developing their own sports economy.