Photo: Facebook/Portugal National Football Team (Força Portugal)
In the base-case scenario, which assumes elimination in the group stage, the revenue would be limited to €378 million. Reaching the round of 16 would increase the figure to €561 million, while a potential victory for the national team could bring the total to nearly €945 million, according to the Lusa news agency.
The study’s authors emphasize that the economics of soccer are no longer tied to geography. According to them, the key factor is not the tournament’s host city, but rather the global engagement of fans, brands, and media, which amplify the event’s value before, during, and after matches.
“Today, the value of soccer is created through consumption, digital engagement, and the attention economy,” notes IPAM Executive Director Daniel Sa.
According to calculations by the Sports Marketing Research Center, traditional consumption still accounts for the bulk of the impact (about 77%), but digital channels already account for nearly a quarter—23%. In the spending breakdown, home consumption (26%), food service (15%), and media advertising (14%) lead the way. Streaming and OTT platforms (10%), social media (7%), and the “content economy” (6%) also make a significant contribution.
Collectibles and emotional consumption stand out separately: cards and stickers account for about 5% of the effect, and merchandise—4%. Another 6% comes from betting, while the tourism component remains relatively small (4%) due to the tournament being held outside Europe.
Interestingly, even the 2016 European Championship, won by Portugal, contributed about €609 million to the economy—this is higher than the minimum forecast for 2026 but lower than the optimistic scenario.
IPAM also notes that the 2026 World Cup will serve as a test for future strategies, including the 2030 World Cup, which Portugal will co-host. Brands, media, and government agencies will have to adapt to a model where value is generated not only in stadiums but also in the digital environment and the “attention economy.”
