International football has always been about pride. While this hasn’t changed, it’s also becoming a lucrative part of football.
Years ago, these fixtures were used for goodwill, player development, tactical experimentation, and so forth. However, now, modern internationals, like friendlies, qualifiers, and major tournaments, generate billions in sponsorship, broadcast revenue, and ticket sales.
The Money Behind Modern Internationals
US football is a key example of this. The US Soccer Federation generated $263.7 million (£208 million) in revenue for the year. Of that, $121.1 million (£96 million) came from sponsorship, a 19% year-on-year increase.
National federations across Europe and South America have also experienced similar increases. These have come from sponsorship deals and international friendlies, selling out major stadiums months in advance.
2026 World Cup
Source: Unsplash
The biggest commercial story of 2026 is, of course, FIFA itself. The 2026 World Cup, co-hosted by the US, Canada, and Mexico, is projected to bring in $2.7 billion (£2.1 billion) in marketing and sponsorship revenue alone.
The diversity of the sponsor categories has also expanded massively. Aramco, Lenovo, Airbnb, Qatar Airways, Budweiser, and Marriott Bonvoy are all official partners. These are all global brands at the top of their industry.
FIFA has just signed a gambling sponsor for the World Cup as well. It makes sense as platforms offering online casino games in the UK, like slots, table games, etc., are set to capitalise on the viewership. FIFA will also capitalise on this deal as sponsors in this sector pay big to get in front of their target audience.
Broadcast Deals Are the Bigger Story
We always see a sponsorship headline, like “Qatar Airways now sponsors XYZ”. However, something many forget is broadcasting deals. These generate billions of pounds.
Going back to the 2026 FIFA World Cup, it’s projected to bring in $3.92 billion (£3.1 billion) this year. That’s a 22% increase on the 2022 Qatar World Cup.
This type of broadcast revenue isn’t just for large international events like the World Cup, either. National federations benefit as well.
La Liga’s overseas broadcasting rights generate around €897 million (£753 million) per season. The US deal alone was worth $175 million (£138 million) per year.
What This Means for the Future
The trajectory of international football is extremely positive. What was once used for team development and goodwill is now a money-making powerhouse.
We believe this is due to an increasingly globalised world, especially in football. Americans want to watch Spanish football, Brits want their Premier League team to play European football, and so forth.
That’s why so much money is being made. Fans are interested. And with a sport that thrives on viewership, this extra interest is what’s driving revenue.
Accessibility is getting better as well. Streaming platforms like DAZN are competing against traditional broadcasters for broadcasting rights. These platforms are far more accessible and less expensive than broadcasters, bridging the gap between home and international games.
