A snapshot of the spending, sentiment and surprising spinoffs of FIFA World Cup 2026.
60.9% of brands activated around the World Cup without rights, either due to cost or category restrictions
31.8% of brands were not involved
7.3% of brands had official/format rights to a FIFA 2026 asset
Source: Canadian Sponsorship Landscape Study
$1.94M
AMOUNT RAISED BY THE
FIFA WORLD CUP 2026
CANADA 50/50 DRAW
Source: Canada Soccer
$1,033 The average spend by visitors in Ontario (excluding match tickets and flights)
96% of visitors said Ontario is safe for travel
92% plan to return to Toronto within two years for a leisure trip
Source: Destination Ontario
Photo: Destination Toronto
VISITORS WANTED THE BASICS
49% Food & restaurant options
43% Maps & navigation intel
42% Attractions & experiences
40% Travel times & distances between destinations
39% Budgeting & cost information
Source: Context Research Group for Destination Ontario
$799.95
The retail price of a 9-ft. patio umbrella upcycled from fabric used to transform Vancouver’s Science World into a 40-metre-diameter re-creation of the adidas Trionda official match ball
Source: Destination Vancouver
Published October 2026
