The 2026 World Cup arrives in a trade environment no one anticipated when the bid was filed. What that means for brands, retail and the commercial bet on soccer.

The 2026 FIFA World Cup will bring billions to host nations. Analysts expect a surge in spending on hotels, airlines, and retail. Beer sales are also set to rise. Media companies…

The 2026 World Cup arrives in a trade environment no one anticipated when the bid was filed. What that means for brands, retail and the commercial bet on soccer.