FIFA targets influencer‑driven content as revenue engine for 2026 World Cup

Ahead of the 2026 World Cup in North America, FIFA is shifting its stance on mixed‑zone media coverage. After the chaotic selfie‑and‑video frenzy at Qatar 2022, the governing body introduced strict “No photos, no selfies, no videos” signs. For the upcoming tournament in Mexico, Canada and the United States, FIFA now views the influencer phenomenon as a commercial opportunity rather than a threat.

President Gianni Infantino, who boasts over 5 million Instagram followers, is promoting vertical video content to attract new audiences. The strategy is illustrated by the rapid rise of previously unknown players such as New Zealand striker Tim Payne, whose Instagram following jumped from under 5,000 to five million, and Cape Verde goalkeeper Vozinha, whose followers surged from 50,000 to 29 million after a standout performance against Spain.

FIFA believes that harness‑and‑share social media moments can expand the sport’s market reach and generate significant revenue for the 2026 edition.