The business extends far beyond the ninety minutes on the pitch. Global partners such as Adidas, Coca-Cola, Visa, Hyundai-Kia, Aramco, Qatar Airways, Lenovo, and McDonald’s are investing millions for visibility because the World Cup commands an audience of over five billion viewers worldwide. Broadcasting rights, sponsorships, licensing, merchandising, hospitality packages, and digital content together make football one of the world’s most lucrative industries in 200 countries.
