The analysis, titled “2026 FIFA World Cup: Analysis of the Economic Impact on Portugal,” estimates three distinct scenarios: elimination in the group stage could generate approximately 378 million euros; advancing to the round of 16 would raise the impact to 561 million; and winning the title could bring the total to 945 million euros.
The study highlights that the projected growth stems from several structural factors, namely increased purchasing power, the hosting of the tournament in markets with high economic capacity—the United States, Canada, and Mexico—the expansion of the format to 48 teams and 104 matches, and the growing importance of the digital economy associated with soccer.
According to IPAM Executive Director Daniel Sá, “Portugal does not need to host the World Cup to generate significant economic impact,” emphasizing that the event’s value extends beyond the physical space of the stadiums to digital consumption and the global interaction of fans.
The digital component already accounts for 23% of the total estimated impact, including streaming, OTT platforms, social media, and content production, while traditional consumption continues to dominate with 77%.
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Among the main sectors benefiting are household consumption (26%), the restaurant industry (15%), and advertising and media (14%). The study also includes betting, merchandising, and collectibles as additional sources of revenue, highlighting the growing role of the so-called “emotional economy” linked to soccer.
IPAM also emphasizes the transformation of the fan into an economic asset, estimating that an occasional consumer may spend between 40 and 70 euros during the tournament, a figure that increases significantly among fans who are more digitally engaged.
From the institute’s perspective, the 2026 World Cup reinforces the need for integrated real-time brand and media activation strategies, in a context where soccer’s economic impact increasingly depends on its global and digital reach.
