FIFA Eyes US Return as Hospitality Revenue Outpaces TV Rights

FIFA is actively encouraging a United States bid for the 2038 World Cup as the organization pivots toward a revenue model driven by localized premiums. According to reporting from The Guardian, FIFA President Gianni Infantino informed member associations that revenue projections for the current four-year cycle rose from $11bn to $15bn, fueled largely by an "explosion" in hospitality and ticketing sales.

In the US market specifically, a FIFA source told The Guardian that ticketing and hospitality revenue has surpassed $5bn, marking the first time this segment has exceeded the value of the tournament's TV rights. This growth is attributed to secondary market resale models and dynamic pricing common in US sports culture.

This shift comes as FIFA seeks to recoup lost income from previous media deals. The Guardian reports that Fox Sports secured the English-language rights for the 2026 tournament without a competitive bidding process, paying $485m—the same amount paid for the Qatar 2022 event—despite the 2026 tournament featuring 40 additional matches and being hosted on home soil. While Fox is projected to earn over $1bn from TV adverts, FIFA is now looking to create competitive tension in future cycles. The Guardian notes that ESPN and NBC are expected to bid for 2030, and Netflix has entered initial conversations regarding the auction.

While Concacaf has expressed reservations about another US bid to ensure other members have opportunities, US President Donald Trump told Fox News that the US will request the tournament again "immediately." Under current confederation rotation policies, a North American bid for 2038 is permitted following the 2030 multi-continent event and Saudi Arabia's 2034 tournament.