21 global brands led by Saudi's Aramco gained $7.2 billion in brand value from the World Cup - Morocco could help African firms do the same in 2030

The FIFA World Cup has once again proven to be one of the world's most valuable marketing platforms, with 21 official tournament sponsors adding a combined $7.2 billion in brand value, according to Brand Finance.

While technology, automotive, finance and consumer goods giants dominated the list of winners, the figures also highlight a commercial opportunity that could come closer to home when Morocco co-hosts the 2030 FIFA World Cup alongside Spain and Portugal.

Unlike revenue or profit, brand value does not represent money earned from the tournament. Instead, it measures the estimated increase in the financial worth of a company's brand—reflecting stronger consumer recognition, reputation and future earning potential resulting from its World Cup association.

In other words, the tournament made these brands more valuable assets, not necessarily more profitable overnight.

With 48 teams, 104 matches and an expected global audience of 5 billion, the 2026 FIFA World Cup presented one of the biggest branding and marketing opportunities for companies worldwide.