38 January | February 2026 abasto.com ADVICE BY RICARDO GAITN BRAND ANALYST 2026: An Exceptional Year For Global Commerce 2026 is set to be an exceptio- nal year for global trade, driven by the convergence of two major events captu- ring worldwide attention: the FIFA World Cup in the United States, Canada, and Mexico, and the 250th an- niversary of U.S. indepen- dence. Both are expected to generate significant economic momentum through consumption and tourism. A World Cup Beyond Sport The introduction of the 48- team format in the World Cup represents more than a sporting change; it is a business strategy of enor- mous economic scale. Re- venue from broadcasting rights is expected to reach unprecedented levels due to expanded global au- diences, while sponsors- hips gain fertile ground to align brands with the worlds most visible spor- ting event. Celebrating 250 Years Meanwhile, the U.S. ses- quicentennial offers a uni- que platform to reinforce its international image as a leader in democracy, di- versity, and innovation. Hi- gh-profile commemorative and cultural events, along with global collaborations in science, technology, and sustainability, provide an opportunity to strengthen the countrys global lea- dership. In sports, excitement is amplified by more parti- cipating nations and fans eager to experience the World Cup, whether in sta- diums or through media broadcasts. The Lucrative World Cup Business These events translate into assured financial prosperi- ty for FIFA and its member associations, cementing the organization as a ma- jor global economic pla- yer. FIFA President Gianni Infantino has said, Foot- ball is much more than a game... it is a business. Commercially, the 250th anniversary stren- gthens strategic part- nerships with local and international companies, encourages foreign in- vestment, and expands the global reach of U.S. brands, reinforcing the countrys position as a world power both symbo- lically and economically. The FIFA-expanded for- mat also creates opportu- nities for more nations to qualify, making the qua- lifiers more inclusive and competitive and potentia- lly raising the overall stan- dard of global football. In the new format, the group stage features 12 groups of four teams each, with the top two from each group, plus the eight best third-place teams, advan- cing to the round of 16. This structure generates more matches and engagement. A Dual Boost For the U.S. Economy The simultaneous celebra- tion of these two events in the United Statesone sporting, the other histo- rical and culturalwill dominate international attention. They are expec- ted to provide a significant economic boost throu- gh consumer spending, tourism, and marketing, offering brands extensive media visibility and global reach associated with this rare convergence.