2026 FIFA World Cup drives record market values and TV viewership in Italy

Transfermarkt data released after the 2026 FIFA World Cup shows that 99 players saw their market values rise, reflecting the tournament’s impact on the global football market. Erling Haaland (Manchester City) and Lamine Yamal (Barcelona) top the list with a record €220 million each. Other notable increases include Michael Olise (Bayern Munich) at €170 million, and several players reaching the €100 million threshold such as Dayot Upamecano, Ismaël Saïbari, Jorrel Hato Brown and Pau Cubarsi.

In Italy, the final between Spain and Argentina on 19 July 2026 attracted a massive television audience. Broadcast on Rai 1, the match achieved a 67.9 % share with 12.4 million viewers, and viewership rose to nearly 75 % during extra‑time. Across all platforms, total reach exceeded 13 million people, underscoring the World Cup’s dominance in Italian media consumption.