Brand Finance

“Consultancy Brand Finance estimates the World Cup brand is now worth $5.2bn (£4bn) – a 244 per cent increase on its value when the 2010 tournament was held in South Africa.”

“Sponsorship revenue from partners including Adidas, Coca-Cola and Visa is the largest contributor to the World Cup brand, at $1.9bn.”

“That is closely followed by broadcast rights for one of sport’s truly global properties, at $1.8bn.”

“The steepest single-cycle increase in brand value came between Russia 2018 and Qatar 2022, when brand value surged by 71 per cent.”

“Brand Finance says the US is its top-ranked Soft Power nation and ranks third globally for influence in sport, thanks in part to its hosting of the majority of games at this World Cup.”