Regardless of who lifts the trophy at the 2026 World Cup, the event is expected to create a substantial profit area for food and beverage brands. According to market research firm Numerator, fan spending alone could exceed $7.5 billion.
Soft drinks, healthy snacks, hamburgers, and similar products are among the most visible consumption items during the tournament. An audience of 6.5 million is expected to turn stadiums into hubs of massive consumption.
The Biggest Stage for Brands
Global companies like Coca-Cola view such events as some of the biggest marketing moments worldwide. Forbes reports that the 2026 World Cup could add $10.5 billion in revenue to the markets for soft drinks, beer, energy drinks, and other non-alcoholic beverages.
Experts note that while alcoholic beverages have been prominent in past major tournaments, changing dietary habits, heat waves, hydration needs, health expectations, and preferences for athlete performance have made water the standout in 2026. For this reason, water is considered the tournament's unofficial drink.
One of the health focuses of the Cup will be maintaining fluid balance for players and fans. The fact that water was the best-selling product on Amazon in 2025 also supports this trend.
Heat May Boost Demand for Water and Sports Drinks
According to the World Meteorological Organization, temperatures will be above normal in 14 of the 16 stadiums hosting matches. FIFA has announced the installation of additional water points, cooling areas, and water sales infrastructure in stadiums due to the hot weather conditions.
Exceptional demand for water and sports drinks is expected especially in cities with high heat risks like Miami, Dallas, and Houston. Brands are preparing "hydration support" themed campaigns in response.
Demand forecasts for food and beverages sold in stadiums are reportedly planned using artificial intelligence in some cities. In the US, pizza, hamburgers, chips, and beer dominate match-day viewing habits, while the sports drink market is rapidly growing.
The US sports drink market is reported to be approaching $30 billion. Therefore, the tournament is seen as an important showcase not only for fans but also for brands aiming to increase their global visibility.
Impact on Global Economy and Agriculture-Food Chain
The text recalls that the 39-day World Cup began with crises such as visa issues for the Iran team and Somali FIFA referee Omar Artan, as well as heat risks, while also stating that the tournament has energized the agriculture and food ecosystem. Brands have prepared special packages, recipes, and campaigns for the event.
According to FIFA, the 2026 World Cup will contribute approximately $40.9 billion to the global economy. The World Trade Organization estimates this figure at $80.1 billion. A significant portion of this contribution is expected to come from media, tourism, accommodation, beverage, and food sectors.
FIFA also anticipates the creation of 820,000 direct and indirect additional jobs. Saxo Bank's analysis suggests the tournament may cause a limited increase in global GDP, but the effect is expected to be temporary and localized.
Functional Food Products Take the Spotlight
Before the 2026 World Cup, Quaker launched high-protein oat products, protein bars, and protein snacks as part of its "Official Breakfast" sponsorship. Powerade built its global campaign around hydration and performance-focused functional drinks.
Experts say the sports nutrition and traditional snack markets are rapidly merging. At this tournament, not only chips and soft drinks but also protein-enriched snacks, electrolyte drinks, and functional foods will be consumed by millions of fans.
According to US sports economy data, match-day spending per person, excluding tickets, ranges between $30 and $60. This highlights that the World Cup begins on store shelves before the matches start.
Global food giants like Lay’s and McDonald’s, official sponsors, are also trying to capture a share with limited edition products for the tournament. Budweiser describes the World Cup as "the new Super Bowl of beverages."
Local Flavors and a Global Menu
The 2026 World Cup menu is expected to highlight not only functional foods but also local identities and flavors. The New York-New Jersey final stadium MetLife developed a special "Ripper Hot Dog" for the tournament.
This product, prepared with pineapple salsa, potato crisps, and regional recipes, will be sold only during the World Cup. Thus, the tournament becomes a global showcase not only for football but also for the consumption economy.
While East Asia’s ramen, Mexico’s tacos, Italy’s pizza, the US’s hamburgers, and Japan’s matcha culture find a place on global fan menus, the text argues that Turkey is not visible in this lineup. However, this section is presented as commentary and an assessment of the weakness in gastronomic branding.
According to the text, events like the World Cup create opportunities not only to sell products but also to export culinary culture. Strong brands, effective logistics networks, global distribution channels, and competitive agricultural trade are emphasized as necessary for this.
In conclusion, the 2026 World Cup’s winners will not only be the players on the field but also food, beverage, and functional product brands, which are expected to be among the tournament’s major beneficiaries.
