The 2026 World Cup’s Real Winners and Losers Go Beyond the Trophy

The 2026 World Cup has been a tournament marked by surprise, scandal, and cultural phenomenon. While the final match between Spain and Argentina will determine the champions on Sunday, the real winners and losers have already emerged – not just on the pitch, but in the world of advertising, social media, and global football.

FIFA’s decision to expand the tournament from 32 to 48 teams has been a cash cow for advertisers. The increased number of matches, fans, and eyeballs has translated into record-breaking revenue, with FIFA raking in an estimated $2.8 billion in sponsorship deals. Major brands like Coca-Cola, McDonald’s, Adidas, and Visa have all reaped the benefits, while new entrants such as Bank of America, Verizon, and Saudi Aramco have joined the World Cup VIP lounge.

However, this expansion has raised questions about the future of football. FIFA President Gianni Infantino is already hinting at further expansion to 64 teams for the 2030 event, which would prioritize profit over sporting integrity. The cash registers may be ringing, but at what cost?

The tournament has also been marred by a disturbing lack of clarity around the rules of soccer. VAR controversies have dominated headlines, with even seasoned fans left scratching their heads. One notable example is the “mistaken identity” rule that saw Switzerland’s Breel Embolo sent off against Argentina.

However, the most egregious incident was Donald Trump’s admission to making a call to FIFA in an attempt to get Folarin Balogun’s red card overturned. The fact that this worked – and that no one has been held accountable for this blatant interference – is a dark stain on the integrity of the game. Gianni Infantino should be ashamed, but it’s unlikely he will be.

Norway’s “Viking Row” has become an unlikely symbol of the tournament, with its catchy chant and cow-horned headwear spreading like wildfire across social media platforms. This meme may outlast the World Cup itself, as thousands of supporters continue to bellow “Ro!” in stadiums and on the streets.

The Viking phenomenon speaks to a deeper cultural fascination with Scandinavian culture, which has been rebranded and repackaged for modern audiences. From Nordic noir to Viking raids, Europe’s seafaring heritage is experiencing a resurgence in popularity – one that shows no signs of abating anytime soon.

Argentina’s tournament has been marked by controversy, from match-fixing allegations to perceived referee bias towards Lionel Messi. The disallowed goal against Egypt was just the tip of the iceberg, and Hossam Hassan’s scathing post-match press conference only added fuel to the fire. The FBI investigation into alleged money laundering within the Argentine Football Association has further tarnished the team’s image.

Thomas Tuchel’s supposed “sex appeal” has become a topic of debate among football fans. While some argue that his good looks are a welcome distraction from the tournament’s more serious issues, others see it as a symptom of a larger problem – the objectification of athletes and the commercialization of sports.

As the 2026 World Cup comes to a close, one thing is certain: the real winners and losers will be remembered long after the final whistle blows. While sponsors and advertisers may bask in the glory of record-breaking revenue, the true champions are those who have captured our imaginations – for better or for worse.

As we look ahead to the next tournament, one can’t help but wonder what other surprises and scandals await us. Will FIFA’s expansion plans bring more profit, but at the cost of sporting integrity? Only time will tell, but one thing is certain: the 2026 World Cup has set a new standard for controversy, drama, and cultural relevance – one that will be hard to top in years to come.