2026 WORLD CUP: A GLOBAL STAGE BEYOND SOCCER

Once again, as we enter a World Cup year, we are about to experience a summer unlike any other—one where all eyes will turn to North America and travel plans will be made.

This spectacular event, which will kick off with the Mexico vs. South Africa match at the Azteca (Azteca) Stadium, where Pele won the World Cup with the Brazilian National Team in 1970 and Diego Maradona scored “the goal of the century” in 1986, has begun the countdown to witness more historic moments and the magic of soccer.The 2026 World Cup, which will continue with matches in Canada and the U.S., will bring moments where, no matter which club team we support, we will cheer for our National Team, take pride in it, and enjoy some wonderful times.

In recent years, soccer has become not just a sport, but a serious and effective tool that is intertwined with the economy, diplomacy, social life and influences decision-making mechanisms in these areas. The fact that the diplomatic and military rivalries among nations—a reflection of the current global situation—will be presented to the world on the green field through the spirit of fair play and good sportsmanship, without causing any economic, diplomatic, or public health harm to the countries involved, will stand out as a distinct achievement. FIFA Chairman Gianni Infantino’s visit to Türkiye in March to meet with the Iranian National Team, which was holding a training camp in Antalya in preparation for the World Cup, and his encouraging statements and discussions regarding their participation in the World Cup demonstrate that football and FIFA, as the sport’s governing body, are managing an inclusive and fair process. “Football Diplomacy” or, more broadly, “Sports Diplomacy”—which facilitates communication between nations and creates platforms for negotiation—will be a common occurrence in the coming years.

CONTRIBUTION TO THE GLOBAL ECONOMY EXCEEDS $80 BILLION

The 2026 World Cup, projected to contribute over $80 billion to the global economy, is expected to create over 1 million full-time and part-time jobs in total. The significant impact of the World Cup on the transportation, hospitality, and food and beverage sectors is already being discussed.

Since pricing in these sectors can vary based on demand, the over 1 million international soccer fans coming to the U.S. are expected to generate over $30 billion in added value for the U.S. economy. The World Cup, which will bring economic activity to the host cities and boost their global visibility, will create a festival- like atmosphere in each city, leaving a lasting tourism impact for years to come. The 2026 World Cup, which has already set the highest record for sponsorship revenues in the sports category to date, is already FIFA’s most successful project in commercial terms. FIFA distributes these revenues among all member football federations to support the development of the global football ecosystem. While it is not yet possible to measure the social impact on the youth and children of participating nations within just a few months, the dreams young people build while watching their national team and players, along with the athletic role models they emulate, are crucial for fostering greater interest in sports among the younger generation, reducing harmful habits, and building a healthier society for the future.

FOOTBALL CARRIES A MEANING BEYOND THE SCORE ON THE FIELD

The World Cup stage is not only a place where football is played but also one of the most intense arenas for experiencing pressure, a sense of belonging, and national memory. During a conversation we had upon returning to Istanbul from the match in which we secured our spot in the World Cup in Kosovo, my dear friends—two key figures in Portuguese football, Vítor Baía and Nuno Gomes and Edwin van der Sar, one of Dutch soccer’s legendary goalkeepers— emphasized that football carries a meaning far beyond the score on the field as they described the emotional impact the tournament leaves on players. According to Baía, the unforgettable moment of the World Cup lies in those few minutes during the national anthem before the match. The legendary goalkeeper, noting that the feeling of carrying an entire nation’s dreams on one’s shoulders while looking out at the stands is hard to describe, particularly highlights the mental burden of the goalkeeper’s position. In his view, every second of the World Cup is lived with the reality that “a single moment can change everything.” While acknowledging the immense pressure, Baía says that this responsibility makes the player truly feel the meaning of representing their country.

Nuno Gomes, on the other hand, describes the World Cup experience as “the fulfillment of a childhood dream.” Gomes, who says wearing the Portuguese jersey on the biggest stage in world football was one of the most special moments of his career, notes that the atmosphere he shared with his teammates during the national anthem has left an indelible mark on his memory. In his view, the World Cup is one of the rare events where pride, excitement, and responsibility are felt all at once… In Edwin van der Sar’s memory, the 1998 FIFA World Cup holds a special place. When recounting the tournament in which the Netherlands reached the semifinals, he says he can’t forget the match they played against the Argentina national football team in Marseille, followed by the semifinal against the Brazil national football team. Van der Sar notes that taking the field in such a major match against stars of the era like Ronaldo, Bebeto, and Cafu was one of the most special moments of his career. Regarding the semifinal they lost on penalties, he still comments, “We should have won that match.” He also mentions that not being able to play in the final remains one of the unfulfilled regrets of his career.

All three football figures foresee an extremely competitive landscape for the 2026 FIFA World Cup. Baía believes that the balance of power in modern football has shifted and that the concept of an “easy match” has disappeared. He notes that while traditional football powerhouses remain strong, smaller nations have also shown significant improvement in tactical discipline and mental resilience. For this reason, he argues that surprising results are inevitable in the tournament. Gomes similarly believes that the expanding number of teams and the rising level of play will make the tournament more unpredictable. The former star, noting that there will be fierce competition especially in the qualifying rounds, says that some underdog nations could achieve surprising results. In his view, it is precisely this uncertainty that makes the World Cup special. It is noteworthy that these legendary football figures have singled out Türkiye for special mention in their assessments. Baía describes the Turkish National Football Team as a “characterful and quality team,” emphasizing that the third-place finish at the 2002 FIFA World Cup was no fluke. He believes that if Türkiye strikes the right balance between organization and talent, it could once again become one of the world’s surprise teams. Nuno Gomes, meanwhile, highlights Türkiye’s strong football culture, noting that qualifying for the World Cup after a long hiatus will provide the team with extra motivation. Gomes states that he views advancing to the knockout stages as a realistic goal if stability and balance are achieved, and suggests that the Turkish team could become one of the tournament’s most compelling stories.

Van der Sar also believes that Türkiye’s return to the World Cup will be of great significance for the country’s soccer. The Dutch legend, noting that football is passionately followed in Türkiye, says that fan support will bring significant energy to the tournament. Although he views Türkiye as an “underdog,” he believes they have the potential to advance from the group stage. In his view, Türkiye’s mere presence on the World Cup stage again will be a major achievement in and of itself for football fans in the country.