The recently concluded FIFA World Cup has crowned global soccer’s governing body as an undisputed financial champion. With an estimated revenue of over $9 billion for the 2026 cycle, FIFA has presided over what is now recognized as the most lucrative sporting event in history. This unprecedented financial success is a direct result of FIFA President Gianni Infantino's aggressive expansion strategy.
The tournament marked a significant milestone, featuring 48 national teams—an increase from 32 four years prior. This expansion meant a grand total of 104 matches, up from 64, spread across a six-week period instead of the traditional four. More games translated directly into increased content for broadcasters, a greater availability of tickets for eager fans, and expanded commercial opportunities for advertisers, all contributing to a significantly larger global audience.
FIFA President Gianni Infantino and then-President Donald Trump.
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North America, serving as the proving ground for the 48-team format, witnessed surprisingly robust fan demand despite initial skepticism over ticket costs. With prices ranging from $60 to over $10,000 and a median admission price exceeding $900, concerns about affordability were high. Yet, Football Benchmark, an analytics provider, reported a remarkable 99% stadium utilization rate during the group stage. Antonio Di Cianni, director of advisory at Football Benchmark, told CNBC, "It showed people are willing to pay those prices."
Inspired by this success, Infantino has hinted at further expansion, floating the idea of a 64-team World Cup for 2030. Kieran Maguire, an associate professor in football finance at the University of Liverpool, believes such an expansion could transform the World Cup into the "Olympics of football," opening participation to nearly a third of all eligible countries and significantly boosting the sport's inclusivity.
Infantino's Political Ties and Strategic Influence
President Infantino’s tenure has also been marked by notable political alliances, particularly with former U.S. President Donald Trump, whose country co-hosted the recent tournament alongside Mexico and Canada. Their close relationship saw FIFA award Trump its inaugural peace prize last year. Furthermore, Trump’s 2025 financial disclosure revealed that Infantino gifted him 10 tickets, valued at $15,000, to a FIFA Club World Cup final.
Their ties drew further attention when Trump reportedly called Infantino to intervene on a one-game suspension issued to USMNT player Folarin Balogun after a red card against Belgium, a suspension later rescinded. Trump commented, "I asked for a review because I didn't think it was a foul. I didn't know what the hell a red card was."
Infantino’s expansionist and financially lucrative strategy also ensures widespread support from FIFA's 211 member states. As a non-profit organization, FIFA redistributes its revenues to foster football development globally, with plans to dispense $2.7 billion between 2027 and 2030 under its "FIFA Forward 4.0" initiative. This creates a symbiotic relationship, as Kieran Maguire aptly notes, "FIFA under Infantino gives lots of money to small countries, who in turn vote for him to be re-elected as president."
Looking ahead, the 2030 tournament is poised to be even grander. FIFA has earmarked a $6 billion budget and plans elaborate celebrations for the event's 100th anniversary, promising an "even more attractive event for broadcasters."
— Reporting by Luke Fountain and Hugh Leask.
