From an economic perspective, why is the 2026 USA-Canada-Mexico World Cup so outrageous?

This year's 2026 World Cup (48 teams, 104 matches) is in full swing. From a profit standpoint, it is indeed the most successful in history, but ordinary fans and host cities feel it’s “too outrageous.”
FIFA is making a killing, but fans and host cities are bleeding
FIFA expects this World Cup to earn over one billion dollars, with broadcasting rights, sponsorships, and ticket sales all being major sources, easily setting records.
But what about the fans?
The final tickets sell for several tens of thousands of dollars, and good seats in the group stage can cost over a thousand dollars;
Train tickets to the stadiums jump from the usual $13 to $150;
Accommodation, food, and drinks are all expensive.
Although expanding to 48 teams means more matches, all the costs are passed on to everyone.
What’s even more frustrating is the host cities: each city spends hundreds of millions of dollars on stadium construction, security, and transportation, mostly paid by local taxpayers.
FIFA takes most of the revenue, leaving very little benefit for the cities.
In one sentence: FIFA and sponsors eat the meat, fans and taxpayers drink the soup, and everyone still has to pay the bill.
So here’s the question: FIFA doesn’t have stocks, can ordinary people take advantage of the World Cup boom?
Of course!
Although FIFA is not a publicly traded company and you can’t buy its stock directly, many companies associated with the World Cup are listed, so we can participate indirectly through the stock market.
How to invest specifically?
Practical ways for ordinary people:
1. Jerseys and merchandise stocks: Nike and Adidas. During the World Cup, national team jerseys sell like crazy, and these companies’ sales and stock prices usually rise.
2. Beverage and food stocks: Coca-Cola. As a long-term sponsor, their advertising and sales surge, making their annual performance during the World Cup very impressive.
3. Betting and gaming stocks: DraftKings (DKNG). The World Cup is the peak time for global betting, and platforms like these see a big increase in betting volume.
4. Hotel and travel stocks: Marriott, Hilton, or Airbnb. Host cities’ hotels are fully booked, with high occupancy rates and room prices.
5. Others: Beer companies (like Budweiser), video game companies (EA Sports making FIFA games), and even delivery platforms like Uber and DoorDash benefit from increased consumer spending by fans.