The 2026 FIFA World Cup didn’t just produce goals, packed stadiums and enough national anxiety to keep several continents awake. It also produced a fairly convincing demonstration of what happens when millions of soccer fans descend on American cities carrying credit cards, marveling at Walmarts, discovering that a “small” soda is 32 ounces with free refills and wondering whether TSA will let them fly home with a gallon of ranch dressing.
For advertisers and media buyers, that may be almost as interesting as the television ratings.
Bank of America Institute found that credit and debit card spending in U.S. host cities rose about 5% from a year earlier during the tournament. Spending by visitors from outside those cities jumped more than 17%. Restaurants and bars were the biggest beneficiaries.