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Uplift in 2026 World Cup sponsorship values likely to fall short of Infantino’s demands

A fan in a sombrero waves a USA flag during the Fifa World Cup Qatar 2022 group stage match between England and USA. (Photo by Visionhaus/Getty Images).

Fifa will almost certainly secure a big uplift in sponsorship income for the 2023-2026 cycle, culminating in the 2026 World Cup in the US, Mexico and Canada. However, it will struggle to achieve the kind of increase which Fifa president Gianni Infantino has mandated from his commercial team.

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