CEOs can take a leaf out of the playbook of World Cup coaches

THE 2026 Fifa World Cup may not be traditional finance fare, but the sporting event of the summer has implications for the corporate world – a fact eagerly seized on by us business journalists.

There is the usual angle of the numbers behind the event: the billions of dollars that football association Fifa rakes in from the television rights, corporate sponsorships and ticket sales. 

London-based market research firm Ampere Analysis estimates that revenue from sponsorship and media rights from 220 territories worldwide will likely be in the region of US$6 billion.