The World Cup is the most eagerly anticipated tournament in global football, and the 2026 edition promised to be a spectacle unlike any other.
The beautiful game will take centre stage in three countries for the first time, with the United States, Mexico and Canada joining forces to co-host the prestigious event.
The 2026 World Cup will also have an expanded format, welcoming 48 teams to compete for the coveted trophy.
England, Wales, Scotland, Northern Ireland and the Republic of Ireland will be eager to get past the qualifiers and showcase their prowess in the global showpiece.
However, their determination to qualify for the World Cup transcends the allure of the beautiful game. Qualification is also big business.
As one of the most watched sporting events across the globe, participating in the World Cup comes with plenty of economic benefits.
Betting Revenues
One of primary benefits of participating in the World Cup is the impact on the gambling industry and the massive windfall that comes with it.
As one of the biggest events in the sporting calendar, the tournament is guaranteed to spark a flurry of betting activity in the UK and Ireland.
That point will be accentuated in Ireland, who last qualified for the World Cup in 2002. Odds of 1000/1 to lift the trophy highlight the size of the task they face.
However, a favourable draw could tempt punters on the Emerald Isle to back them to qualify on the best betting apps in Ireland.
The same applies to the UK nations. The Word Cup is a goldmine for the sports betting industry, given that fans place wagers on everything from match outcomes to player performances.
An increase in the number of participants translates to more fixtures. Throw in the passionate fan bases, and the surge in betting activity generates substantial revenue for the bookmakers.
While this revenue may not directly benefit the national teams or federations, it has a positive ripple effect on the sporting industry.
A portion of the revenue generated from the increased betting activity can be channelled towards grassroots development programs through taxes.
Such a move will promote participation in football at a young age and potentially nurture the next generation of superstars.
TV Viewing Figures & Broadcasting Rights
One of the most immediate benefits that qualifying for the World Cup will have in the UK and Ireland is the surge in television viewing figures.
The World Cup sparks a national obsession with football. Every match becomes a must-watch event, drawing in viewers from all walks of life across the globe.
With the UK teams and Ireland in action, the impact would be evident in a marked increase in local viewership. That spike translates to a significant boost for broadcasters holding television rights.
For instance, England has a massive fan base, so their viewership experiences a dramatic rise, especially during key competitions such as the World Cup.
According to ITV, England’s 2018 World Cup semi-final clash against Croatia shattered the TV ratings record, with a staggering 26.6 million people tuning into the match.
Between kick-off and the final whistle in Moscow, the average audience was 24.3m, marking the highest-ever figure for a single game.
Similar spikes are observed in Wales, Scotland, Northern Ireland and across the border in Ireland, where passionate fans tune in to cheer on their national heroes.
Increased TV viewership means higher advertising revenue for broadcasters, but it also elevates the profile of football in the respective nations.
Businesses clamour for coveted commercial slots during these high-profile matches and are often willing to pay a premium to reach a large audience.
This surge in advertising revenue provides broadcasters with a significant financial windfall, fuelling future investments in sports programming and infrastructure.
Sponsorships & Commercial Partnerships
World Cup qualification also boosts the commercial appeal of a national team. It creates a massive opportunity for brands to capitalise on the heightened interest in the tournament.
Companies across various sectors, including sportswear giants and telecommunication providers, vie for official sponsorship deals with the national teams and federations.
This is particularly beneficial for the teams in the UK and Ireland, as it opens the door to lucrative sponsorship deals that might not be available otherwise.
These sponsorship deals cover various aspects, including kit manufacturers, official beverage partners, and other commercial tie-ins, all of which provide a much-needed financial boost for the football associations.
Sponsors leverage these partnerships for extensive marketing campaigns, further amplifying the World Cup fever and generating brand awareness.
