As the 2026 FIFA World Cup unfolds across North America, Emory University’s Goizueta Business School experts are available to help media explore the business stories behind the world’s biggest sporting event, from the economics of hosting and ticket pricing to global sponsorship, player brands and the psychology of fandom.

Goizueta’s World Cup 2026 Business Hub brings together faculty who can provide timely, research-backed commentary on the commercial, cultural and consumer forces shaping the tournament as it moves from match to match, city to city and story to story.

Featured Topics

The Economics of Hosting

Infrastructure investment, tourism revenue, real estate, local labor markets and the broader financial impact of hosting World Cup matches.

The Science of Fandom

What drives global fan devotion, audience loyalty and engagement across stadiums, broadcasts and digital platforms.

Ticket Pricing and Demand

Dynamic pricing, hospitality packages, travel costs and how extraordinary demand shapes the fan experience at major global events.

Brand Strategy and Global Sponsorship

How companies evaluate World Cup sponsorships, build global campaigns and measure the return on major sports partnerships.

The Rise of the Player Brand

How star footballers build, extend and monetize personal brands that reach far beyond the pitch.

Media can visit Goizueta’s World Cup 2026 Business Hub to explore available experts and connect directly with the right source for their story.