Which Brands Gained the Most from the FIFA World Cup

• Aramco saw the largest estimated brand value gain, at nearly $1.1 billion • The 21 sponsors analyzed added about $7.2 billion to their combined brand value • Lenovo had the largest percentage gain, though its gain of $295 million was smaller than that of many large companies

The FIFA World Cup gives brands access to a significant global sports audience. For official sponsors, this exposure can translate into greater awareness, stronger consumer perceptions, and measurable financial value.

Visualcapitalist.com ranked 21 sponsors based on their estimated brand value gains during the 2026 World Cup, using data from Brand Finance.

• Aramco and Verizon lead dollar gains

Brand Finance defines brand value as the net economic benefit a company could gain by licensing its brand on the open market.

According to the cited source, Saudi oil giant Aramco saw the largest estimated increase, adding about $1.1 billion to its brand value. This took the company's estimated value from $47.3 billion at the start of 2026 to about $48.4 billion in July.

US telecommunications company Verizon follows closely, with a gain of about $1 billion, bringing its brand value to about $74 billion.

South Korean automaker Hyundai ranked third, up $836 million to $24.8 billion, while soft drink company Coca-Cola added $733 million to $46.1 billion.

Together, the top four companies generated more than half of the combined earnings of all 2026 World Cup sponsors analyzed.

• Global consumer brands capture major value

Several widely recognized consumer and financial brands also saw significant gains, the source said.

Bank of America added an estimated $631 million in brand value, followed by financial services provider Visa with $532 million and home improvement retailer Home Depot with $402 million.

Kia Motors earned $365 million, while fast-food chain McDonald's and IT company Lenovo added $309 million and $295 million, respectively.

• Smaller brands saw solid percentage gains

Sponsor rankings by dollar earnings only tell part of the story. Lenovo's $295 million gain was smaller than many large companies, but it represented an estimated 4.2 percent increase from its January brand value-the largest percentage increase in the analysis.

Kia Motors and Hyundai Motors also stood out with estimated gains of 3.5 percent and 3.4 percent, respectively.

Chinese appliance and electronics maker Hisense earned just $19 million in absolute terms, but its estimated 2.1 percent increase was above the average for the sponsors analyzed.

At the lower end of the dollar rankings, IT and software developer Globant added about $7 million, while hotel chain Marriott and home appliance company Hisense gained $20 million and $19 million, respectively.

• FIFA: 9 million fans attended 2026 World Cup events

FIFA presented a positive assessment of the organization of the 2026 World Cup, highlighting the high public interest in both the matches in the stadiums and the areas dedicated to fans. According to data published by the international forum and cited by RMC Sport, the competition recorded record sales of food and drinks. FIFA Secretary General Mattias Grafström appreciated the involvement of the host countries - the United States, Canada and Mexico - and stated that the tournament will remain a reference in the history of football. "Each edition is the result of its own history, built around essential elements: passion, cooperation and innovation. Whether it is welcoming fans, preparing the pitches, supporting the teams, securing the arenas or bringing the competition to billions of people around the world, North America has hosted an edition that will remain in the history of the sport,” said Mattias Grafström, in a FIFA statement.

• Almost 675,000 hot dogs sold in stadiums

According to FIFA, almost 9 million people passed through the official fan zones organized in the host cities. In the 104 matches played between June 11 and July 19, almost 675,000 hot dogs were sold in stadiums, equivalent to an average of approximately 6,490 portions per match. FIFA noted that if they were laid out one after another, the hot dogs sold would total approximately 135 kilometers, the equivalent of the length of about 1,350 football fields.

• Over 5.5 million beers consumed

The international forum announced that 4.6 million soft drinks and water bottles were consumed in stadiums during the tournament. Although, at the beginning of the competition, FIFA had banned the introduction of water bottles into the stands, the restriction was later lifted due to the high temperatures recorded during the tournament. At the same time, beer sales reached a record level, exceeding 5.5 million units sold inside arenas in the United States, Canada and Mexico. The data presented by FIFA refers exclusively to products sold in stadiums and does not include consumption in commercial areas or in host cities. (O.D.)

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• Democrat Congressman Asks Infantino to Explain Relationship with Trump

A Democratic representative in the House of Representatives has asked FIFA President Gianni Infantino to appear before a parliamentary committee to answer questions about his relationship with US President Donald Trump, according to The Athletic. The move comes after the controversy generated by the closeness between the two during the 2026 World Cup. Jamie Raskin, the main representative of the Democratic opposition on the House of Representatives Judiciary Committee, sent Gianni Infantino a letter asking him to participate in a formal hearing before the committee. At the same time, the congressman is demanding that the FIFA president keep all documents and evidence related to any gifts received and communications with Donald Trump. According to The Athletic, the request comes amid controversy over the close relationship between the FIFA president and the White House leader before and during the 2026 World Cup, as well as some controversial decisions, including awarding a peace prize to Donald Trump and overturning the suspension of Folarin Balogun. The letter, however, is not legally binding, so Gianni Infantino can refuse to both respond to the request and appear before the committee.

• Democrats demand detailed information

In the document, Jamie Raskin asks FIFA and its president to transmit, by August 9, 2026, all information regarding contacts with Donald Trump, members of the US administration or the holding company of the US president's family, including messages exchanged via social networks. The congressman also requests a complete list of gifts, awards, distinctions or amounts of money granted by FIFA to Donald Trump or people close to him. He is also requesting information on all visits to FIFA headquarters in Miami and New York in the context of organizing the 2026 World Cup and requests that relevant documents be preserved in the event of legal proceedings.

• White House reaction

According to The Athletic, Jamie Raskin aims to analyze the nature of the relationship between Donald Trump and FIFA to determine whether there are indications of possible illegal actions. The White House, however, rejected the Democrat's approach. A spokesman for Donald Trump described Jamie Raskin as "a stupid person who thinks he is smart" and claimed that no other American president could have achieved the results that Donald Trump has registered in organizing the 2026 World Cup. According to the same official, the competition generated billions of dollars in revenue, stimulated the economies of the host cities and offered millions of fans and athletes a safe and well-organized experience. (O.D.)