North America’s Soccer Show: A Game of Trade and Hope

The biggest football tournament ever on North American soil

104 games, 48 teams
Host nations: United States, Canada, Mexico

A Promise Fulfilled, But Context Changed

Original bid (2018):
Leverage the world’s largest consumer market, solid infrastructure, and open trade
Political shifts
U.S.–trade wars after Trump’s presidency
Canada countered with tariffs on U.S. goods and new deals with the EU, UAE, Indonesia
Mexico’s president warns against U.S. interference; USMCA review slated for 2026

Travel Trends Impacting Attendance

Metric	Trend
U.S. tourist arrivals (2025)	↓ ~5%
European & Asian inflows	Sharper declines
Dollar strength	Weak, making flights cheaper but not boosting bookings
Safety & advisories	Reduce airline demand
FIFA’s attendance forecast	Likely overly optimistic

Sponsorships & Costs

Sponsorship sell‑out: Adidas, Coca‑Cola, Visa secured deals
Cost increases:
U.S. average tariff >10% (vs <2% a decade ago)
Airfare up due to fuel prices & regional tensions
Hotels rising >300% in some reports

Economic Impact Potential

Projected gains:
$30.5 billion added to U.S. economy
GDP lift of $17.2 billion
Venue distribution: 78 out of 104 matches in the U.S.

Key Determinants for Success

Trade tensions easing
Travel safety maintained
Affordability of tickets for fans

Conclusion

If these conditions align, the 2026 World Cup could reshape North American culture and commerce. Failure to manage these risks may render the event a missed opportunity rather than a historic milestone.