Story perspectives

FIFA's First World Cup Halftime Show Raises $60 Million

7/21/2026

Summary

FIFA Halftime

FIFA staged the first World Cup Final halftime show on July 19, 2026 at New York New Jersey Stadium.
Shakira and Burna Boy performed “Dai Dai,” with Shakira in an outfit embroidered with 200,000 Swarovski crystals.
Justin Bieber sang “Everything Hallelujah” from his 2025 album Swag II while wearing Logan Hollowell earrings valued at $19,795.
The show supported the FIFA Global Citizen Education Fund, which raised $60 million toward a $100 million goal.

Summary

Celebs Cashing

Sir David Beckham earned £19 million from World Cup ads for Bank of America, Lay’s and Adidas.
Shakira’s tournament involvement generated an estimated £15 million as music streams spiked worldwide.
Nick Ede said advertisers spend “tens of millions” on celebrity spots during the World Cup because the audience reaches billions.
Lisa of Blackpink added £9 million from World Cup endorsements, pulling her fanbase into mainstream sports marketing.

History

Historical Context

The 2010 FIFA World Cup opening ceremony in Johannesburg featured Shakira’s live debut of the official song “Waka Waka” on 10 June, a performance that reached billions of viewers and later amassed more than 4.5 billion YouTube views by June 2026. FIFA’s use of that global-stage act created a sponsorship-driven template that the 2026 halftime show, again starring Shakira with Burna Boy, now replicates.

1 of 3

FIFA Halftime

FIFA staged the first World Cup Final halftime show on July 19, 2026 at New York New Jersey Stadium.
Shakira and Burna Boy performed “Dai Dai,” with Shakira in an outfit embroidered with 200,000 Swarovski crystals.
Justin Bieber sang “Everything Hallelujah” from his 2025 album Swag II while wearing Logan Hollowell earrings valued at $19,795.
The show supported the FIFA Global Citizen Education Fund, which raised $60 million toward a $100 million goal.

1 / 3