U.S. Retailers Fear FIFA World Cup May Not Produce Expected Bonanza
Key takeaways
- Retailers Fear FIFA World Cup May Not Produce Expected Bonanza By Mark Faithfull,
- FIFA’s expanded format will bring 104 matches to the U.S., Canada and Mexico, with the majority hosted in the United States.
- Tourism Economics estimates that 1.24 million international visitors will travel to U.S.
Retail U.S. Retailers Fear FIFA World Cup May Not Produce Expected Bonanza By Mark Faithfull,
Forbes contributors publish independent expert analyses and insights. Mark Faithfull is London-based and covers retail and real estate Follow Author May 21, 2026, 07:53am EDTMay 21, 2026, 07:54am EDT--:-- / --:--This voice experience is generated by AI. Learn more.This voice experience is generated by AI. Learn more.The FIFA World Cup 2026 was supposed to drive retail and hospitality sales but it may not play out like that. (Photo by Michael Regan - FIFA/FIFA via Getty Images)FIFA via Getty ImagesThe 2026 FIFA World Cup is coming to America but what was supposed to be a once-in-a-generation windfall, with millions of international visitors, sold-out hotels, packed bars and a merchandising boom stretching from Inter Miami CF jerseys to beer sales in airport terminals, is in danger of falling flat.
FIFA’s expanded format will bring 104 matches to the U.S., Canada and Mexico, with the majority hosted in the United States.