Donald Trump has once again voiced ambitions for the United States to host the World Cup, stating, “We have to do this again and we have to do it while I’m around, you hear that Gianni?” during a recent interview with Fox News in the lead-up to the World Cup final.
In recent weeks, discussions about a potential American bid for the 2038 World Cup have circulated among global sports administrators. Observers note the U.S. has an insatiable appetite for major events and a readiness to invest significantly in attending them.
FIFA has been discreetly promoting a U.S. bid for some time, and a recent gathering at the Waldorf Astoria in New York highlighted the reasons behind this push.
FIFA Revenue Growth and U.S. Demand
FIFA President Gianni Infantino informed members of the organization’s 211 member associations that revenue projections for the current four-year cycle have risen from $11 billion (£8.2 billion) to $15 billion. This increase is largely attributed to a surge in ticketing and hospitality earnings.
According to a FIFA insider, demand has soared in the U.S., with ticketing and hospitality sales surpassing $5 billion—marking a first where this segment has outstripped the World Cup’s television rights revenue.
“Fifa will want to get back here as quickly as possible,” commented a senior figure from one of its hospitality partners.
Television Rights and Future Bids
While ticket sales have significantly exceeded expectations, aided by dynamic pricing and the secondary market resale practices prevalent in the U.S., FIFA has left substantial revenue untapped, further fueling its desire for a return.
In a notable arrangement, FIFA granted Fox Sports the English-language TV rights in the U.S. without a competitive bidding process. This decision was a precautionary measure following the contentious move of the Qatar 2022 tournament to winter, which clashed with the U.S. domestic sports calendar, especially the NFL and NBA seasons.
Without competitive pressure, Fox secured these rights for $485 million for the 2026 tournament, the same amount paid for Qatar, even though the upcoming World Cup will feature an additional 40 matches and occur on U.S. soil. For context, the NFL’s domestic TV deal is valued at $11 billion annually, while the NBA generates around $7 billion.
This summer, Fox has reaped the rewards of high viewership, with industry experts forecasting over $1 billion in advertising revenue, bolstered by increased volumes and values due to the inclusion of hydration breaks.
FIFA is eager to recover what many consider lost revenue from the U.S. market in upcoming TV rights negotiations.
Having observed Fox’s financial success, ESPN and NBC are anticipated to enter bids for the 2030 tournament. Initial discussions have also been held with Netflix regarding their participation in the auction.
Netflix has demonstrated its rising interest in soccer by securing American broadcasting rights for the Women’s World Cup in 2027 and 2031, the latter set to take place in the U.S. A men’s tournament seven years later could trigger another surge in interest.
Concerns and Considerations for the 2038 Bid
Historically, no nation has hosted the World Cup twice within a 12-year span. However, FIFA’s regulations and recent event decisions allow such occurrences. By awarding the 2030 World Cup to a consortium of six countries across three continents—Spain, Portugal, Morocco, Argentina, Paraguay, and Uruguay—FIFA has opened the door for a North American bid for 2038, alongside one from Oceania.
Soccer Australia had intended to bid for 2034, but after receiving less than a month to formally express interest to FIFA, it withdrew, leaving Saudi Arabia to be selected unopposed, a method favored by Infantino.
Concerns have arisen within the North American confederation, Concacaf, regarding a second U.S. bid, as it aims to provide opportunities for other members. Countries like Costa Rica, Jamaica, and Mexico have been included in the 2031 Women’s World Cup bid, and another joint effort could materialize, despite Trump’s preference for a singular U.S. hosting. “Based on the numbers we will be requesting it again immediately,” he remarked to Fox.
The timeline for FIFA to initiate the 2038 bidding process remains unclear. However, past experiences suggest a swift approach to achieve desired outcomes. The abrupt announcement of the 2034 bidding process in October 2024 surprised many confederations, with Infantino declaring Saudi Arabia as hosts just 25 days later, a decision ratified by FIFA members during a peculiar virtual extraordinary general meeting two months afterward.
Infantino is expected to secure a fourth term during next year’s FIFA Congress in Morocco, likely unopposed, after which focus will shift to the competition for 2038.
Unless there is an unprecedented amendment to the U.S. constitution permitting an additional term, Trump is scheduled to leave office in January 2029, potentially setting a deadline for FIFA’s decisions.
