World Cup 2026: The Business Behind the Game

Goizueta Business Experts available to discuss the business, the brands, and the fans behind the world's biggest tournament.

Jun 25, 2026

1 min

Thomas SmithMichael LewisSaloni Firasta VastaniRyan HamiltonDouglas BowmanMarina Cooley


As the 2026 FIFA World Cup unfolds across North America, Emory University’s Goizueta Business School experts are available to help media explore the business stories behind the world’s biggest sporting event, from the economics of hosting and ticket pricing to global sponsorship, player brands and the psychology of fandom.


Goizueta’s World Cup 2026 Business Hub brings together faculty who can provide timely, research-backed commentary on the commercial, cultural and consumer forces shaping the tournament as it moves from match to match, city to city and story to story.



Featured Topics


The Economics of Hosting


Infrastructure investment, tourism revenue, real estate, local labor markets and the broader financial impact of hosting World Cup matches.


The Science of Fandom


What drives global fan devotion, audience loyalty and engagement across stadiums, broadcasts and digital platforms.


Ticket Pricing and Demand


Dynamic pricing, hospitality packages, travel costs and how extraordinary demand shapes the fan experience at major global events.


Brand Strategy and Global Sponsorship


How companies evaluate World Cup sponsorships, build global campaigns and measure the return on major sports partnerships.


The Rise of the Player Brand


How star footballers build, extend and monetize personal brands that reach far beyond the pitch.


Media can visit Goizueta’s World Cup 2026 Business Hub to explore available experts and connect directly with the right source for their story.




Connect with:
Thomas Smith

Thomas Smith

Professor in the Practice of Finance; Academic Director, Master of Finance
Cultural EconomicsEconomics of the ArtsEconomics of SportsEconomics of ReligionUrban and Real Estate Economics
Michael Lewis

Michael Lewis

Professor of Marketing

www.fandomanalytics.com All Things Fandom and Sports Analytics

Revenue Management & Dynamic PricingCustomer Relationship ManagementSports AnalyticsSports MarketingFandom
Saloni Firasta Vastani

Saloni Firasta Vastani

Associate Professor in the Practice of Marketing

Pricing Strategy, Monetization, and Innovation

Innovation & CommercializationPricing StrategyMarket ResearchPredictive AnalyticsCustomer Segmentation
Ryan Hamilton

Ryan Hamilton

Associate Professor of Marketing
Customer PsychologyCustomer Decision MakingBrandingPrice and Price Image
Douglas Bowman

Douglas Bowman

Professor of Marketing

Bowman is an accomplished researcher in marketing, award-winning educator, and proven consultant.

Marketing StrategyCustomer BehaviorBrand ManagementProduct Management
Marina Cooley

Marina Cooley

Assistant Professor in the Practice of Marketing
Brand ManagementSocial MediaContent MarketingViralityTikTok