The 1994 World Cup, held in the United States, marked a pivotal moment for the commercialization of football. Prior to this tournament, despite its widespread popularity, the World Cup generated surprisingly little commercial revenue, with the 1990 tournament in Italy even proving to be a financial loss for broadcasters. However, American corporations like McDonald's, Mastercard, and General Motors recognized the immense potential to reach a global audience through the sport, leading to a dramatic increase in advertising and sponsorships.
This shift in focus towards commercial viability, spearheaded by American companies, laid the foundation for the sport's modern business model. Freelance sports journalist Joey D'Urso, author of "More Than A Shirt: How Football Shirts Explain Global Politics, Money and Power," discusses this transformation, as well as the commercial aspects of the upcoming 2026 World Cup, which will be jointly hosted by the US, Canada, and Mexico. The conversation also delves into other instances of corporate and geopolitical influence within football.
This Bloomberg "Odd Lots" podcast episode, released on June 25, 2026, explores how America's involvement in the 1994 World Cup had a lasting impact on FIFA and the financial landscape of international football, demonstrating how the sport embraced a new era of commercialization.
