The men’s World Cup brand is valued at $5.2bn, a sharp rise from its level at the 2010 tournament in South Africa. Fifa has projected revenues of $13bn from the current edition, underlining the financial scale of the event.
The commercial logic is clear. More national teams mean more markets, more supporters and more opportunities for sponsors to attach themselves to the world’s most recognisable football tournament.
Expansion also makes every decision more visible. Ticket prices have already attracted strong criticism, raising questions about whether commercial growth is coming at the expense of the supporter experience.
The World Cup has repeatedly shown an ability to rise above football’s political disputes, but that goodwill cannot be taken for granted. Licensing, merchandise, travel and access all influence how fans judge the tournament.
Moore said brands, broadcasters and supporters continue to back the event in large numbers, while warning that its growth brings an equally significant responsibility for Fifa.
The tournament’s success will therefore be measured by more than attendances, viewing figures or sponsorship income. Fifa must show that a larger World Cup can remain accessible, compelling and globally inclusive.
The next storyline will be whether the three-country format strengthens the competition’s worldwide appeal - or leaves supporters feeling that commercial expansion has moved faster than the fan experience.