FIFA, the governing body of world football, has announced that the recent men's World Cup was the most lucrative tournament it has ever staged. The organization expects total revenues for the 2023-26 cycle to hit $15 billion (£11bn).

This financial surge was driven by innovative commercial activity, including "hydration breaks" designed specifically for TV commercials and a massive expansion into digital creator-led partnerships. The tournament's digital footprint was particularly dominant on TikTok, where official profiles saw 28 billion views and 1.7 billion likes, gaining 57 million new followers since the start of the year.