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Athletes today are no longer defined solely by their performance on the pitch; they have evolved into powerful personal brands that shape advertising narratives and influence consumer behaviour globally.

The FIFA World Cup 2026, currently hosted in North America across the United States, Canada and Mexico will generate substantial value from commercial activities including broadcasting rights, sponsorships, merchandising, licensing and digital engagement. These commercial activities are sustained by a network of intellectual property (IP) rights, including trademarks, copyright, patents and image rights.