The World Cup at Scale: How FIFA is Rewriting the Rules of Global Soccer

The 2026 FIFA World Cup will be the largest and most commercially ambitious sporting event ever staged, spanning three countries, sixteen host cities, and an unprecedented footprint across North America. But it is only half of a broader transformation as global soccer experiences a cultural and commercial explosion in the United States across both the men’s and women’s games. This panel brings together Heimo Schirgi (COO, FIFA World Cup 26), Paul Caine (President, On Location), and Carolyn Tisch Blodgett (Governor, NJ/NY Gotham FC) to examine how massive operational scale and high growth investment are reshaping the global soccer economy. The discussion will explore how learnings from the Club World Cup in the United States are informing planning for 2026, and how insights from the men’s tournament may flow into the 2027 FIFA Women’s World Cup in Brazil. Moving beyond broadcast exposure, panelists will discuss the rise of premium hospitality, data driven fan engagement, and new models of commerce rooted in gender equity and long term audience growth. Ultimately, the panel will highlight how FIFA, clubs, and investors are establishing a new blueprint for how mega events can drive both cultural impact and unprecedented commercial returns.

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