The Fifa World Cup brand has grown in value to over $5bn after more than trebling in value in recent years, according to a new industry report.

Consultancy Brand Finance estimates the World Cup brand is now worth $5.2bn (£4bn) – a 244 per cent increase on its value when the 2010 tournament was held in South Africa. 

Fifa has projected revenues of $13bn from the current edition of the competition, which is its biggest ever in terms of both number of teams, 48, and geographical spread, as it is taking place across the US, Canada and Mexico.

“The Fifa World Cup brand’s $5.2b valuation reflects both its resilience and its opportunity,” said Brand Finance’s head of sports services Scott Moore. 

“What’s particularly striking is that brands, broadcasters and fans are still showing up in force – the tournament itself often transcends the politics around it. However, global appeal brings heightened expectations. 

“With more teams, more matches and three host nations, the opportunity is significant – but so too is the pressure on Fifa to protect and enhance one of the most valuable and influential brands in global sport.” 

Why Fifa World Cup brand value has increased

Sponsorship revenue from partners including Adidas, Coca-Cola and Visa is the largest contributor to the World Cup brand, at $1.9bn. That is closely followed by broadcast rights for one of sport’s truly global properties, at $1.8bn.

Other contributors to brand value include ticketing, licensing and merchandise, although Fifa has faced fierce criticism for its pricing at this tournament. The World Cup brand value is based on the men’s tournament only. 

The steepest single-cycle increase in brand value came between Russia 2018 and Qatar 2022, when brand value surged by 71 per cent.

Brand Finance says the US is its top-ranked Soft Power nation and ranks third globally for influence in sport, thanks in part to its hosting of the majority of games at this World Cup.