World Cup 2026 fuels betting surge and TV ratings while denting French ad and bar revenues

The expanded 48‑team FIFA World Cup has generated an 80 % rise in betting tickets compared with 2022, according to Sportradar senior vice‑president Darren Small, with about 8.5 million tickets expected for the final. In the United States, viewership reached record levels – Fox’s English broadcast and Telemundo’s Spanish coverage together attracted roughly 26 million viewers for the 2022 final and are on track for similar or higher numbers in 2026, with Telemundo’s platform reporting a 150 % increase in audience versus Qatar. The tournament’s impact on French businesses is mixed. The hospitality association Umih projects a 30 % drop in bar and restaurant revenue after France’s semi‑final loss, while the private broadcaster M6 estimates a loss of €5‑6 million in advertising income without the French team in the final. Across the market, English‑language and Spanish‑language broadcasts have set new audience records for semifinals, and advertisers are adjusting rates accordingly. Overall, the World Cup’s enlarged format is boosting betting and viewership worldwide while reshaping revenue expectations in key markets.