The FIFA 2026 World Cup plan is being developed to capitalize on the growing popularity of high-end sports tourism.

• The 2026 World Cup aims to be a massive sporting event, with 104 matches taking place across North America.
• The sale of tickets and high-end hospitality packages like suites and unique experiences is expected to generate a lot of excitement among fans.
• On Location, a company that offers hospitality packages for the Super Bowl and the Olympics, has been chosen by FIFA to fulfill consumer demand.

The upcoming sporting event in North America promises to offer a variety of high-end experiences for consumers who continue to spend on such activities.

The 2026 FIFA World Cup, hosted by the U.S., Canada, and Mexico, will feature the largest hospitality program in sports history, with a range of options including stadium suites, hospitality villages, and exclusive food and entertainment experiences, according to On Location CCO Scott Jernigan.

The 2026 FIFA World Cup will be hosted across 16 cities in three countries and will feature 104 matches from 48 teams. FIFA has chosen On Location as the exclusive hospitality provider for the event, which will take place from June 11 to July 19, 2026.

Jernigan stated that in the US, there's a growing demand for distinctive experiences and carefully planned moments - sports tourism is thriving.

Since its launch in 2015, On Location has played a significant role in enhancing high-end experiences at sporting events. Initially created by the NFL to offer hospitality packages for the Super Bowl, the company was later acquired by a global sports and entertainment company in 2020 for $660 million. Today, On Location provides hospitality and ticket packages for a range of events, including those hosted by the NCAA, UFC, MLB, and PGA of America.

In 2021, On Location secured its largest deal ever: a $1.3 billion agreement with the IOC to manage the hospitality and experience packages for the upcoming three Olympic Games, including Paris 2024 and Los Angeles 2028.

Jernigan, currently in Paris for the Games, stated that some of what On Location is observing there will correspond to what will transpire with the World Cup, as individuals from 120 distinct nations have purchased varying hospitality packages.

Approximately one million premium tickets will be sold as part of hospitality packages for the 2026 World Cup, and roughly seven million tickets are expected to be available. Jernigan stated that the company plans to "curate the experiences through the local markets" with unique food and entertainment options to match. The pricing and offerings for these packages are yet to be determined.

MLS executive vice president of business development, Jay Berhalter, revealed that On Location tapped Major League Soccer to help promote and sell their packages, leveraging the league's soccer expertise.

During the World Cup, MLS has clubs in all 13 North American markets, with five of them playing in the same stadium. This provides insight into the high-end experiences that soccer fans desire.

"Berhalter stated that soccer fans are similar to other fans in the entertainment industry in that they seek unique and unforgettable experiences. He emphasized that the World Cup represents the pinnacle of the sport and offers an unprecedented opportunity for fans to be a part of it."

The Copa America tournament resulted in injuries and arrests due to fans rushing the gates at Hard Rock Stadium in Miami, causing a delayed start to the final match. There are concerns about what may happen during the World Cup, but FIFA, On Location, and MLS were not involved in the hosting of that event. Instead, CONMEBOL and stadium organizers have blamed each other for security lapses, which fell below the standards of other big sporting events held in the U.S., such as the Super Bowl.

FIFA anticipates generating $3.1 billion in revenue from hospitality rights and ticket sales during the 2023-2026 World Cup cycle, with the majority of the income coming from the 2026 tournament. In comparison, FIFA reported $949 million in revenue from 2019 to 2022, which included the 2022 FIFA World Cup in Qatar. During that tournament, FIFA generated $243 million from hospitality package sales. Match Hospitality, which has been overseeing FIFA's hospitality packages since 2010, managed the 2022 FIFA World Cup.

By the end of the year, it is likely that hospitality packages for the 2026 World Cup will be available for purchase, as stated by Jernigan.

He stated that the market in North America will be significant for this, but he is excited to bring the world to each host city.

NBCUniversal, the parent company of CNBC, owns NBC Sports and NBC Olympics. NBC Olympics holds the U.S. broadcast rights to all Summer and Winter Games through 2032.