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.