{"id":3747,"date":"2026-07-16T15:09:08","date_gmt":"2026-07-16T15:09:08","guid":{"rendered":"https:\/\/uspropertymoves.com\/?p=3747"},"modified":"2026-07-16T15:09:08","modified_gmt":"2026-07-16T15:09:08","slug":"the-real-winners-and-losers-of-the-2026-world-cup","status":"publish","type":"post","link":"https:\/\/uspropertymoves.com\/?p=3747","title":{"rendered":"The Real Winners and Losers of the 2026 World Cup"},"content":{"rendered":"<div>\n<!-- do not apply CSS styles to this element! --><\/p>\n<div>\n<p>\n\tThe champions of the 2026 World Cup will be decided when favorites Spain and never-say-die defending champs Argentina meet for the final at New York New Jersey Stadium on Sunday. But off the pitch, online in the vibe-o-sphere, the true winners and losers of this tournament have already been decided.<\/p>\n<p>Read more <a href=\"https:\/\/uspropertymoves.com\/?p=3745\">Peter Thiel\u2019s AI Tribunal Put Journalists on Trial. Now It\u2019s Pivoted to Scoreboard Model<\/a><\/p>\n<p>\n\tThe world\u2019s biggest sporting event \u2014\u00a0sorry Olympics \u2014  isn\u2019t just about the team lifting the trophy, it\u2019s about who captured the media narrative. It\u2019s about who got richer, who got roasted, and who accidentally became the internet\u2019s main character for six weeks. A Belgian YouTuber outdrew MrBeast. A centuries-dead raiding culture got the best rebrand since Nordic noir. And a feel-good run by a bunch of plucky American underdogs curdled into a geopolitical incident faster than you can say \u201coverturned red card.\u201d<\/p>\n<div>\n<div>\n<ul>\n<li>\n<article>\n<h2>Winner: Sponsors<\/h2>\n<p><!-- do not apply CSS styles to this element! --><\/p>\n<div>\n<p>\n\tWhoever hoists the Cup on Sunday, World Cup advertisers will be coming away champions. Before a single ball was kicked, this tournament was a record breaker in terms of corporate sponsorship, with world soccer governing body FIFA booking around $2.8 billion in revenue, up from around $1.8 billion in Qatar 2022.<\/p>\n<p>\n\tFIFA\u2019s controversial decision to expand the tournament from 32 to 48 teams delivered advertisers exactly what they were promised: more matches, more fans, more eyeballs and, crucially, many more opportunities to sell things. Stadiums have been virtually full throughout, broadcast audiences have broken records across the host nations of United States, Canada, and Mexico and social media engagement has topped tens of billions of video views.<\/p>\n<p>\n\tThis World Cup also expanded the range of tournament sponsors. Alongside drinks (Coca-Cola), fast food (McDonalds), sneakers (Adidas), cars (Hyundai) and credit cards (Visa), we saw the arrival of banking (Bank of America), telecoms (Verizon), and state-run oil firms (Saudi\u2019s Aramco) to the World Cup VIP lounge. Diehards may grumble, but the cash registers have spoken. FIFA President Gianni Infantino is already taking about expanding the tournament further, to 64 teams for the 2030 event.<\/p>\n<\/div>\n<\/article>\n<\/li>\n<li>\n<article>\n<h2>Loser: The Rules of the Game<\/h2>\n<p><!-- do not apply CSS styles to this element! --><\/p>\n<div>\n<p>\n\tHas there ever been a World Cup with so much noise around rigging, ref shockers and downright bizarre applications of VAR? It\u2019s hard to tell, especially with the level of scandal that social media can drum up these days. Even with Salvadoran official Iv\u00e1n Barton producing the tournament\u2019s first viral moment (\u201cDecision is: RED CARD!\u201d), what is absolutely certain is it\u2019s never been so unclear what the rules of soccer are \u2014\u00a0even for the most seasoned of fans. (None of us, it is fair to say, understand the \u201cmistaken identity\u201d rule that got Switzerland\u2019s Breel Embolo sent off in their match against Argentina, helping Messi\u2019s squad into the semis.) <\/p>\n<p>\n\tBut undoubtedly the worst moment of the entire tournament materialized in the form of (who else?) Donald Trump, who admitted to making a call to FIFA in a bid to get Folarin Balogun\u2019s red card dismissed. It worked. The red card was overturned. A government leader successfully intervening on his team\u2019s behalf.  Even in the notoriously corrupt world of global football, this was a new low. <\/p>\n<p>\n\tEven at its worst, FIFA could always claim that the rules of the game were the law. The ref\u2019s call, right or wrong, stands. Not anymore. FIFA President Gianni Infantino <em>should<\/em> be hanging his head in shame. He almost undoubtedly is not.<\/p>\n<\/div>\n<\/article>\n<\/li>\n<li>\n<article>\n<h2>Winner: Vikings<\/h2>\n<p><!-- do not apply CSS styles to this element! --><\/p>\n<div>\n<p>\n\tNot since the 9<sup>th<\/sup> century have longboats and cow-horned headwear been so popular. <\/p>\n<p>\n\tNorway\u2019s \u201cViking Row\u201d \u2014 thousands of supporters doing a syncronized oar pull while bellowing \u201cRo!\u201d \u2014 has become the tournament\u2019s defining meme, spreading from stadium terraces to Times Square to the parliament in Oslo \u2014 with government and opposition unified in their fan tribute to Scandinavian seafearing. <\/p>\n<p>\n\tThe chant, invented less than six months ago by a Norwegian superfan, looks set to outlast the World Cup. After Norway was kicked out in the quarterfinals, the team was welcomed home by 100,000 rowing fans outside the royal palace in Oslo, with Crown Prince Haakon leding the crowd. Imagewise, it\u2019s a big win for Europe\u2019s maurading raiders, who have pulled off the greatest rebrand in a millennium.<\/p>\n<\/div>\n<\/article>\n<\/li>\n<li>\n<article>\n<h2>Loser: Argentina<\/h2>\n<p><!-- do not apply CSS styles to this element! --><\/p>\n<div>\n<p>\n\tThe surprise villain of this year\u2019s World Cup, thanks to weeks of rumors around match fixing and referees looking the other way when it comes to squad star Lionel Messi. It all seemed to culminate in Egypt\u2019s heart-wrenching loss in the last round of 16. Mo Salah\u2019s side controversially had a goal disallowed after a perceived foul in the build-up. It was a goal that might just have solidified Egypt\u2019s spot in the quarterfinals, making history for the team, but Messi implored referee Fran\u00e7ois Letexier to take a look at the VAR replay. In a move that stunned spectators, he agreed, only for a similar infringement to go entirely unnoticed before Argentina\u2019s stoppage-time winner.<\/p>\n<p>\n\tWhipping social media up into frenzy further, Egypt manager Hossam Hassan gave a blistering post-match presser. \u201cIt\u2019s all about money. They want Messi to stay in the tournament,\u201d he said. \u201cWhy isn\u2019t there any fairness in sport?\u201d They have filed a formal complaint against the match officials. It has not been a good look for FIFA, especially given Argentina\u2019s shady World Cup history (English fans will remember Diego Maradona\u2019s notorious \u201cHand of God\u201d cheat in 1986, no video replays back then).  <\/p>\n<p>\n\tThen there\u2019s the FBI investigation into the Argentine Football Association over alleged money laundering of $300 million. Argentina are the defending champions and their team features the sport\u2019s greatest-ever talent in Messi. But their public image is at an all-time low. <\/p>\n<\/div>\n<\/article>\n<\/li>\n<li>\n<article>\n<h2>Winner: Thomas Tuchel\u2019s Sex Appeal<\/h2>\n<p><!-- do not apply CSS styles to this element! --><\/p>\n<div>\n<p>\n\tWait, is Thomas Tuchel hot? That seems to be the key question for thousands of women across the U.K. this past week, with sports journalists happening upon a particular Mumsnet thread reading: \u201cAm I being unreasonable\u2026 to find Thomas Tuchel attractive?\u201d<\/p>\n<p>\n\tGranted, some comments underneath are gloriously maternal \u2014\u00a0a masterclass in gentle yet scathing smackdowns: \u201cYou need to lie down and drink some water. My diagnosis is sunstroke. It\u2019s clearly affected your thought processes.\u201d Others, however, appear euphoric to have had this guilty pleasure publicly validated: \u201cHe has a certain wiry, athletic, long-limbed vibe to him,\u201d writes one. \u201cSo pretty,\u201d says another. The words \u201cmalnourished vagrant\u201d come up, but so does \u201cvampire,\u201d and we all know how magnetic they are.<\/p>\n<p>\n\tThe blushing mums of Mumsnet should get on TikTok: there, hundreds of fancam edits of the England coach have accrued tens of thousands of likes. \u201cGuys, I\u2019m gonna be real, I think I\u2019m attracted to Thomas Tuchel,\u201d says a young woman named Mimi. \u201cIt\u2019s just the energy he has.\u201d A chorus below the video sings in agreement. It\u2019s kind of like a history teacher you fancy, they conclude, which is more than enough to anoint someone a sex symbol here in Britain. The unsuspecting combination of the German\u2019s sharp cheekbones and quiet authority has nearly made him as much of a pin-up as Jude Bellingham (with a certain crowd, anyway). There\u2019s just something about the sexy jeans-and-tee combo in the technical area.<\/p>\n<p>\n\tThat being said, last night\u2019s late-game loss to Argentina in the semi-final might just have shattered all illusions. Tuchel-Tok won\u2019t be happy.<\/p>\n<\/div>\n<\/article>\n<\/li>\n<li>\n<article>\n<h2>Loser: Hydration Breaks<\/h2>\n<p><!-- do not apply CSS styles to this element! --><\/p>\n<div>\n<p>\n\tIt\u2019s been obvious from the very beginning exactly what the World Cup\u2019s \u201chydration breaks\u201d really are: ad breaks. <\/p>\n<p>\n\tSold as a chance to give players a few minutes to freshen up in scorching North American weather, very few soccer fans are actually under any illusions when it comes to the hydration breaks, and all they\u2019ve done is draw criticism from the four corners of the sport, and raucous boos from the stadium crowds. The breaks disrupt the flow of the game, kill momentum and effectively condones a mini-tactical huddle for managers and players midway through each half. <\/p>\n<p>\n\tSplitting soccer into four quarters swiftly earned accusations that this World Cup has been totally \u201cAmericanized,\u201d and the aforementioned ad money has only fed into widespread complaints about FIFA\u2019s obsession with capitalism and Infantino\u2019s enduring greed. Managers, players and fans alike agree: The hydration breaks don\u2019t really work. They\u2019re probably here to stay. <\/p>\n<\/div>\n<\/article>\n<\/li>\n<li>\n<article>\n<h2>Winners: Influencers<\/h2>\n<p><!-- do not apply CSS styles to this element! --><\/p>\n<div>\n<p>\n\tLegacy media did just fine out of this World Cup. Fox scored 30 million viewers \u2014 the most for a soccer telecast in U.S. History \u2014 for the July 6 round of 16 match between Belgium and Team USA; Telemundo drew 23.2 million viewers for Mexico-England on July 5, a Spanish-language TV record in the U.S.; and some 11.7 million Canadians watched their team get knocked out by Morocco on July 4, an all-time high for the sport in the country.<\/p>\n<p>Read more <a href=\"https:\/\/uspropertymoves.com\/?p=3744\">Jon Bernthal on \u2018Odyssey\u2019 Battles, Counseling Spider-Man and Always Going Big: \u201cEmbarrass the F*** Out of Yourself\u201d<\/a><\/p>\n<p>\n\tBut the real media action in this tournament was online and its biggest stars were soccer influencers.<\/p>\n<p>\n\tLeading the pack was Belgian creator C\u00e9line Dept, who briefly became YouTube\u2019s most-watched creator, surpassing even MrBeast, generating more than 1.6 billion viewers for her football-focused channel, powered by her access to World Cup superstars including Cristiano Ronaldo, Erling Haaland and Neymar.<\/p>\n<p>\n\tIn the U.S., Darren Jason Watkins Jr., aka IShowSpeed, was the stand-out. His manic match-day streams have made him soccer\u2019s answer to a late-night host, with audiences \u2014 one of his recaps generated more than 200 million views \u2014 that often exceed broadcast viewership. Sports anchors and analysts are the old guard, Influncers are the future of the soccer coverage.<\/p>\n<\/div>\n<\/article>\n<\/li>\n<li>\n<article>\n<h2>Loser: Team USA<\/h2>\n<p><!-- do not apply CSS styles to this element! --><\/p>\n<div>\n<p>\n\tFor three glorious weeks, America looked like everyone\u2019s favorite underdog. Despite shouldering the political baggage of a Trump government, with all its xenophobic rhetoric and scandals around ICE, visa restrictions and border controls, Team USA got this tournament off to a stirring start. Mauricio Pochettino\u2019s squad played fearless, high-energy football, beating Paraguay and Bosnia &amp; Herzegovina with genuine style and swagger, winning over many a neutral.<\/p>\n<p>\n\tThen politics, and Trump, crashed the party. After U.S. striker Folarin Balogun was sent off against Bosnia &amp; Herzegovina, on a red card triggering an automatic one-match suspension, POTUS intervened. Trump publicly acknowledged phoning FIFA president Gianni Infantino to press for a review. Then, against all precedent and FIFA\u2019s own laws, the suspension was overturned and Balogun allowed to play in the knockout match against Belgium.<\/p>\n<p>\n\tSympathy for Team USA evaporated overnight. Everyone become Team Belgium. When the Red Devils thrashed the U.S. 4-1, the world cheered.<\/p>\n<p>\n\tThe World Cup was supposed to mark America\u2019s coming of age as a football nation. Instead, the U.S. managed the rare feat of scoring the tournament\u2019s most spectacular own goal, transforming from feel-good hosts into tournament\u2019s villains.<\/p>\n<\/div>\n<\/article>\n<\/li>\n<li>\n<article>\n<h2>Winner: Tori Penso and Every Female Referee<\/h2>\n<p><!-- do not apply CSS styles to this element! --><\/p>\n<div>\n<p>\n\tWhen thousands of screaming men are cheering on 22 male soccer players, it\u2019s easy to forget that there are some women gradually levelling out the gender equality in this game. But a total of six female referees made history at this World Cup, including head referee Penso, from the U.S., who took charge of Czechia\u2019s 1-1 draw with South Africa early on in the tournament. <\/p>\n<p>\n\tMisogyny immediately did its thing \u2014\u00a0her overturning of a penalty decision after a VAR review had countless users joking about Penso being \u201cthe first woman to say, \u2018I was wrong&#8217;\u201d \u2014\u00a0but her cool-as-a-cucumber officiating was already a win for women in men\u2019s soccer everywhere.<\/p>\n<p>\n\tAt that game, Penso was joined by assistants\u00a0Brooke Mayo\u00a0and\u00a0Kathryn Nesbitt, marking only the second time an all-female referee team has assumed control of a World Cup match. \u201cMost of the time, I don\u2019t think about it. We are just a team of officials,\u201d said Mayo when it was confirmed they\u2019d be policing the game. \u201cBut then you have an instructor come up and ask for a picture because his daughter is inspired by us, thousands of miles away. Or an older female FIFA volunteer, pulling you aside and saying how proud she is to see women at this level and how it never seemed possible when she was younger.\u201d <\/p>\n<p>\n\tRounding out the female match officials at this tournament were Katia Itzel Garc\u00eda,\u00a0Sandra Ram\u00edz, and video official\u00a0Tatiana Guzm\u00e0n.<\/p>\n<\/div>\n<\/article>\n<\/li>\n<li>\n<article>\n<h2>Losers: Racists<\/h2>\n<p><!-- do not apply CSS styles to this element! --><\/p>\n<div>\n<p>\n\tOne of the most depressingly familiar traditions at any World Cup is the racist backlash that follows big matches, typically online outrage directed at Black players for missing penalities or for the supposedly unforgivable offense of being dark-skinned and playing for a European squad. <\/p>\n<p>\n\tIt\u2019s been no different this year. Ahead of the France-Spain semi-final, former Spanish Prime Minister Mariano Rajoy reproached France for having \u201cno French players\u201d (23 of the 26 members of the French squad were born in France, all are French citizens). Rojoy\u2019s comments echoed similar racist attacks against French star Kylian Mbapp\u00e9 by Paraguayan senator Celeste Amarilla, who questioned Mbapp\u00e9\u2019s identity and nationality after his squad knocked out the South Americans.<\/p>\n<p>\n\tHappily, the remarks were quickly condemned across the board. Spanish Prime Minister Pedro S\u00e1nchez called out his predecessors, comments as \u201cshamefully xenophobic.\u201d France\u2019s football federation announced plans for legal action against Amarilla on allegations of aggravated public insult and incitement to hatred or violence. Mbapp\u00e9 himself dismissed Amarilla as \u201cunworthy\u201d of public office. FIFA has condemned both incidents: \u201cRacism can never be part of the game. It\u2019s a crime.\u201d<\/p>\n<p>\n\tFootball, it\u2019s clear, still has a racism problem. But this World Cup was a hopeful sign that the beautiful game may be starting to kick the racists out.<\/p>\n<\/div>\n<\/article>\n<\/li>\n<li>\n<article>\n<h2>Winner and Loser: FIFA (and Gianni Infantino)<\/h2>\n<p><!-- do not apply CSS styles to this element! --><\/p>\n<div>\n<p>\n\tNo organization has worked harder to make itself unpopular than FIFA. Fans complained about soaring ticket prices. Coaches grumbled about hydration breaks turning football into a four-quarter television product. Refereeing decisions prompted endless conspiracy theories, VAR once again became football\u2019s least popular acronym, and FIFA\u2019s decision to overturn suspensions for Cristiano Ronaldo and, more explosively, Folarin Balogun, raised uncomfortable questions about consistency and political influence. Gianni Infantino\u2019s increasingly cozy relationship with Donald Trump \u2014 remember the \u201cFIFA Peace Prize\u201d? \u2014 made headlines for all the wrong reasons.<\/p>\n<p>\n\tAnd yet\u2026<\/p>\n<p>\n\tCommercially, this has been FIFA\u2019s dream tournament. More than six million fans have packed stadiums, television audiences have shattered records across multiple markets, social media engagement has reached unprecedented levels, and FIFA is on course for the richest financial cycle in its history. In April, FIFA upgraded its revenue projections, saying it expected to make $13 billion in the four-year cycled ending this summer. Compare that to the $5.2 billion earned at the Paris 2024 Olympics, and you can see why Infantino is laughing all the way to the bank.<\/p>\n<p>\n\tMaybe, just maybe, the Balogun affair and the various other scandals will hang on, and develop into something more damaging, loosening Infantino\u2019s grip on power. But the safe money has FIFA, and its president, emerging from this World Cup stronger than ever.<\/p>\n<\/div>\n<\/article>\n<\/li>\n<li>\n<article>\n<h2>Winner and Loser: Soccer Fans<\/h2>\n<p><!-- do not apply CSS styles to this element! --><\/p>\n<div>\n<p>\n\tFIFA has seemingly done everything it can \u2014\u00a0flaunt its own rules, disrupt every game, allow blatant political interference \u2014\u00a0to ruin things for fans, but this World Cup has still produced some of the most incredible soccer moments the sport has ever seen. Cape Verde\u2019s heroic run of form, Norway\u2019s Haaland-led Viking renaissance, England\u2019s thrilling 3-2 win over Mexico at the Azteca, as well as Ronaldo\u2019s tearful exit and France\u2019s astonishingly limp bow-out last night against Spain: all of them have defied the corporate script and produced a genuinely electric tournament, despite the (often rather convincing) conspiracy theories.<\/p>\n<p>\n\tSpare a thought for the North African fans as we wind down on the 2026 instalment \u2014\u00a0the official World Cup Sleep Tax graph showed that spectators in Algeria and Tunisia have lost the most sleep given their teams\u2019 kick-off times. As if the manner of Egypt\u2019s exit wasn\u2019t exhausting enough already. Roll on Morocco, Portugal and Spain 2030.<\/p>\n<p>Read more <a href=\"https:\/\/uspropertymoves.com\/?p=3742\">How Paramount May Fight an Onslaught of Lawsuits Over Its Warner Bros. Deal<\/a><\/p>\n<\/div>\n<\/article>\n<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Viking memes, influencer superstars and FIFA fiascos, the real winners and losers of the 2026 World cup. Fifa, Messi, Celine Dept., IShowSpeed.<\/p>\n","protected":false},"author":1,"featured_media":3746,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[2,2650,1583,5,1133,276],"class_list":["post-3747","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interesting","tag-international","tag-messi","tag-soccer","tag-sports","tag-world-cup-2026","tag-youtube"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Real Winners and Losers of the 2026 World Cup - US Property Moves<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/uspropertymoves.com\/?p=3747\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Real Winners and Losers of the 2026 World Cup - US Property Moves\" \/>\n<meta property=\"og:description\" content=\"Viking memes, influencer superstars and FIFA fiascos, the real winners and losers of the 2026 World cup. 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