The 2026 World Cup has concluded, leaving behind a trail of unforgettable moments and significant financial gains for FIFA. With revenues from broadcasting rights, ticket sales, and commercial sources reaching nearly US$11 billion it stands as the most financially successful event in FIFA’s history. However, the real story lies in the social impact on the 16 host cities across Canada, the United States, and Mexico.
While FIFA reaps the financial benefits, the host cities face a different reality. Despite investing hundreds of millions of dollars in public funds, these cities see little direct revenue from the tournament. FIFA’s claim that hosting games would boost local economies through job creation and tourist spending is met with skepticism, as reports suggest minimal increases in tourism. Sport economists have long argued that the economic impact of mega-sports events rarely justifies the substantial expenditures incurred by host cities.
The Intangible Benefits of Hosting the World Cup
The true value of hosting the World Cup may lie in its intangible social outcomes. These outcomes, collectively known as social impact encompass the noneconomic effects that enhance the quality of life for residents. One such outcome is psychic income the emotional and psychological benefits residents perceive, even if they don’t attend the events.
Successfully staging events like the World Cup can foster a sense of civic pride and happiness among residents. For instance, the warm welcome extended to Scottish fans in Boston made Bostonians proud of their city. Similarly, in Guadalajara, Mexican and South Korean fans celebrated together under the banner Coreano Hermano or Korean brothers.
The Power of Collective Celebration
Hosting mega-sports events can also foster collective effervescence a shared sense of celebration that strengthens social cohesion. This collective spirit can break down social divisions and facilitate collective action to address everyday issues. A survey conducted after the 2026 World Cup in Qatar found that both citizens and expatriates experienced stronger social connections within Qatari society.
Beyond fostering social connections, hosting the World Cup can inspire residents, especially young people, to participate in sports and physical activity. Historical examples, such as the 1964 Tokyo Olympics, show that individuals who experienced the event during adolescence reported higher rates of sports participation later in life. This suggests that mega-sports events can promote lifelong physical activity among local youths.
Sustaining the Social Impact
The challenge lies in sustaining these social impacts beyond the tournament’s duration. Host cities can encourage longer-term success by undertaking event-related activities post-World Cup to ensure its social impact outlives the tournament. However, this is often challenging because local organizing committees responsible for delivering mega-sports events tend to disband once the events conclude.
Establishing organizations with a clear mandate to preserve and amplify intangible outcomes is a possible solution. These organizations need continuous support to sustain their work over a long period. Positive examples from past events include the U.S. Soccer Foundation created using proceeds from the 1994 World Cup, and the Spirit of 2012 established after the 2012 London Olympics to keep the positive feeling from the games alive.
Early signs of this approach are already evident for the 2026 World Cup. The organizing committee in Dallas, which hosted nine games, has formed the North Texas Sports Foundation to drive long-term, positive regional impact through sports-driven community transformation. Other 2026 World Cup organizing committees have also delivered on similar initiatives.
As the dust settles on the 2026 World Cup, the focus shifts from the pitch to the communities that hosted the event. The true measure of success lies not in the financial gains but in the lasting social impact on the host cities. By fostering civic pride, strengthening social connections, and inspiring physical activity, the World Cup can leave a legacy that transcends the tournament itself.
