2026 FIFA World Cup starts in North America with commercial push

The 2026 FIFA World Cup began on June 12, 2026, hosted jointly by the United States, Canada and Mexico – the first tournament staged across three countries. Organisers emphasise commercial expansion, with higher ticket prices, a new four‑quarter match format for television advertising, and significant corporate sponsorship.

Japanese media discussed the event’s business impact, while entertainer Yuta Tegoshi appeared on Nippon TV’s program to analyse the tournament. Tegoshi, praised for his soccer commentary, is also featured in a Google Japan campaign supporting the Japanese Football Association, hinting at future on‑air roles for the World Cup.