As the 2026 Fifa World Cup in the US, Canada and Mexico draws to a close on Sunday, the tournament’s brand value has more than tripled since South Africa hosted the competition in 2010, according to a Brand Finance Africa analysis.
Brand Finance Africa valued the expanded tournament to be worth $5.2bn (R85.1bn), up 244% from the $1.5bn recorded in SA in 2010.
We pick up a few points from this year’s edition:
- It was revealed sponsorship revenue is the largest contributor to the tournament, accounting for $1.9bn (R31bn) of brand value in 2026. Sponsorships include Adidas, Coca-Cola, Visa and Hyundai-Kia alongside newer commercial agreements, with brands seeking access to the tournament’s massive international audience.
- Broadcasting rights are second, contributing $1.8bn (R29.4bn). Together, sponsorship and broadcasting account for more than two thirds of the total brand value.
- Ticketing is next as it contributes $809m (R13.2bn) in brand value, with licensing and merchandise contributing $397m (R6.5bn).
- Other revenues streams including hospitality, digital products and ancillary commercial activities, contribute about $313m (R5.1bn) in brand value.
Sowetan
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