Although the specific article "How the U.S. Lost the World Cup—and Won Over the World" from the Wall Street Journal could not be directly accessed or summarized, information from other sources indicates that the 2026 FIFA World Cup, co-hosted by the U.S., Canada, and Mexico, had a substantial impact beyond purely financial metrics. While some pre-tournament economic forecasts, such as the U.S. Travel Association's estimate of visitors spending over $5,000 per person and FIFA's projection of $17 billion added to the US economy, were optimistic, the actual financial outcomes for some sectors were mixed.
For instance, the Hotel Association of New York City initially anticipated a $300 million bump in room revenue but later scaled this back to approximately $165 million. Hotels saw a rate-driven boost on match days but often experienced a year-over-year decrease in occupancy. Inbound international travel was even down 1.8% year-over-year in June, attributed to high ticket prices and visa delays. Host cities, despite welcoming an influx of fans, may not have seen the long-term economic benefits often associated with major sporting events, with experts like Alexander Budzier of Oxford University noting that such benefits rarely materialize beyond short-term, lower-paid hospitality jobs.
However, the tournament proved to be a significant success in terms of international perception and national unity. It was described as a "successful PR exercise" that made the U.S. "likable again" despite political tensions. The event served as a unifying distraction after years of ideological divides, showcasing America's diversity and welcoming nature to international visitors. Viewership also saw massive increases; an average of 5.1 million U.S. viewers tuned in across 72 matches, a 92% increase from the 2022 World Cup, with the USA's loss to Belgium becoming the most-watched English-language soccer broadcast in U.S. history with 30 million viewers on Fox.
Financially, FIFA was an unquestionable winner, with revenues expected to exceed its record $7.6 billion from the 2022 Qatar World Cup due to the expanded 48-team tournament. Betting companies also saw record activity, with an estimated $50 billion placed in bets. While fans faced high ticket prices, some exceeding $32,970 officially and over $2 million on resale markets, and increased costs for transportation, the overall experience contributed to a sense of national pride and a more positive perception of the U.S. as a destination.
