The 2026 FIFA World Cup, hosted by the United States, Canada, and Mexico, marks a significant milestone in the tournament's history. With 48 participating teams, 40 more matches will be played than in previous editions. Historian Clément Astruc notes that this expansion is part of a long-term strategy to globalize the competition, which has been ongoing since the FIFA's inception nearly a century ago. This approach has led to increased participation from nations outside of Europe and Latin America.
Clément Astruc, a maître de conférences in contemporary history at the Université Paris-Est Créteil, has written extensively on the intersection of football and international relations. His thesis, "Le football, ambassadeur du Brésil? Une projection internationale par le sport (1945-1974)," explored Brazil's role in promoting football globally. In a recent interview, Astruc shared insights on FIFA's tactics for expanding its reach. He highlights that the organization has historically been eurocentric but has gradually opened up to nations from other regions, particularly since the decolonization period.
The 2026 World Cup's host countries offer a unique case study in FIFA's globalization strategy. The United States and Mexico have previously hosted the tournament, while Canada will stage it for the first time. Astruc notes that the 1994 World Cup in the United States was a deliberate attempt to tap into the American market. The country offers significant commercial potential, and FIFA aims to capitalize on this. Gianni Infantino, FIFA's president, has expressed ambitions to create a spectacle akin to the Super Bowl.
The World Cup has become a lucrative event for FIFA, generating substantial revenue from broadcasting rights and sponsorships. Initially, ticket sales were the primary source of income, but this has shifted over time. The 1950 World Cup in Brazil was a financial success, and by the late 20th century, television rights had become a major contributor to FIFA's profits. Today, broadcasting and marketing revenues far surpass ticket sales.
Television has played a crucial role in transforming the World Cup into a global spectacle. While the tournament was already a significant event, television broadcasting expanded its reach and audience. By the 1960s, stadium selection took into account the needs of television broadcasters. The 1970 World Cup in Mexico saw matches scheduled to accommodate European television audiences, sometimes at the expense of player well-being.
The advent of television also changed the way spectators experienced the World Cup. With the introduction of slow-motion replays and multiple camera angles, the television audience gained a different perspective on the game compared to those attending in person. Initially, there were concerns that television would cannibalize ticket sales, but this has not been the case. Instead, television has helped to increase the event's global visibility.
Looking back at the early editions of the World Cup, it is clear that media coverage has evolved significantly. In the past, press and radio coverage were limited, and there was a disparity in coverage between the host country and the rest of the world. As the World Cup continues to grow, it will be interesting to see how FIFA balances its commercial goals with the needs of its global audience.
Key points
- FIFA's globalization strategy involves expanding the World Cup to new markets and increasing revenue through broadcasting rights and sponsorships.
- The 2026 World Cup, hosted by the United States, Canada, and Mexico, marks a significant milestone in the tournament's history, with 48 participating teams and 40 more matches.
- Historian Clément Astruc notes that FIFA's approach has led to increased participation from nations outside of Europe and Latin America.
