The contradiction is more about accounting than atmosphere.
Rathke’s quoted explanation is telling: this is “a global marketing activity carried out by an organisation under Swiss law.” In other words, broadcasting, sponsorship and hospitality revenues may pass through Switzerland’s national accounts without producing a matching surge on Swiss high streets, in hiring, or in day-to-day domestic demand.
That distinction matters. ’s revenues are reportedly rising sharply with the expanded tournament, and the commercial scale of modern football keeps growing. But analysts cited in the update argue that the gains are concentrated in headline output and tax receipts rather than in the broader real economy.
That is why a record tournament can still leave a relatively muted domestic footprint. The money is real. The spillover is more limited.
There is another twist. Alexis Korber is quoted as saying those “orders of magnitude are problematic” for economic analysis. The point is simple enough: football’s governing bodies are expanding across the board, not just at the men’s World Cup.
A bigger Club World Cup, growing women’s competitions and a wider UEFA calendar all appear to dilute the standalone impact of any one event. The World Cup still matters enormously - just not in the old, singular way.
That will be the story to watch as 2026 approaches: not whether football can generate vast revenues, but where those revenues truly land once the tournament begins.