Story perspectives

World Cup Expands to 48 Teams, Prices Hit £24.5K

6/7/2026

Summary

FIFA Expansion

The 2026 FIFA World Cup has been expanded to 48 teams, extending the tournament to six weeks.
Group-stage matches include Jordan versus Austria and Uzbekistan versus Colombia.
The final will feature a 45-minute halftime break and top-priced tickets that cost up to £24,500.
A Super Bowl-type halftime concert will include Madonna, Shakira and BTS.
The author describes the expanded format as a “greed-fest” and calls for simpler broadcasts.

Summary

AB InBev Invests

AB InBev is spending over $110 million on World Cup promotions this summer.
Michelob Ultra serves as the tournament beer, featuring its Ultra Zero prominently.
Budweiser’s “Let It Pour” ad stars Erling Haaland and Jürgen Klopp, featuring David Beckham, Stella Artois.
Molson Coors and Constellation Brands are boosting, with Molson Coors raising its budget 60 percent for Coors Light and Miller Lite and Constellation Brands launching a Modelo campaign after eighteen months.

History

Historical Context

In 1994 FIFA chose the United States as host (vote July 4, 1988) and staged a tournament that set a record 3,587,538 spectators and introduced commercial sponsorships such as Coca-Cola and the three-point win rule. That profit-driven model paved the way for the 2026 48-team expansion, where sponsors and streaming amplify the same revenue focus.

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FIFA Expansion

The 2026 FIFA World Cup has been expanded to 48 teams, extending the tournament to six weeks.
Group-stage matches include Jordan versus Austria and Uzbekistan versus Colombia.
The final will feature a 45-minute halftime break and top-priced tickets that cost up to £24,500.
A Super Bowl-type halftime concert will include Madonna, Shakira and BTS.
The author describes the expanded format as a “greed-fest” and calls for simpler broadcasts.

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