12/06/2026

As the World Cup kicks off who's cashing in and who's paying up? 2026 is set to be Fifa's most lucrative tournament ever with billions being earnt from tv rights and sponsorship deals as well as controversially high ticket prices.
So how do broadcasters and sponsors make their huge investments pay-off?
Ricardo Fort helps companies advertise at leading sports tournaments and shares his insights from his time as head of sponsorships at Visa and Coca-Cola.
And as streaming giant Dazn tries to change the way the world watches live sport its CEO of Growth Markets, who oversees its football rights, Pete Oliver explains how new technology is changing viewing habits. Plus, Ben Thompson also hears from leading sports consultant Tony Simpson, from Oliver Wyman, about how these big tournaments boost economies and can leave a lasting legacy.