How to Make Money During the World Cup 2026

When FIFA announced the 2026 World Cup would span 16 cities across the U.S., Canada, and Mexico, Carlos Mendez didn’t think about soccer. He thought about tacos. Mendez, who runs a three-truck taco operation out of Houston, spent six months negotiating a spot inside NRG Stadium’s fan zone. His cost: $4,200 for a vending license, $1,800 in health permits, and roughly $3,000 in extra equipment. His projected take across seven match days: north of $45,000 in gross revenue. “The margins on event food are insane when you’ve got 70,000 people who can’t leave the venue,” he told the Houston Chronicle.

Mendez isn’t alone. With the tournament already underway and 1.5 million fans attending in just the first two weeks, the 2026 World Cup is generating spending on a scale the U.S. hasn’t seen since the 1994 tournament that drew 3.5 million total spectators. This edition is on pace for 6.5 million. That’s not a sporting event. That’s an economic engine running from June 11 through July 19 across three countries, and the window for founders and side hustlers to capture a piece of it is open right now.

Last updated: June 2026

Quick answers

How can you make money during the 2026 World Cup?

The most accessible plays are short-term rentals (average $4,000 per host in tournament earnings), rideshare driving on match nights (3-5x surge fares), and food vending at fan zones ($1,000-$10,000 for a spot with gross margins above 60%). Content creators can sell UGC packages to local businesses for $500-$2,000 per event.

Which World Cup 2026 host cities are best for business?

New York/New Jersey, Miami, Dallas, and Los Angeles are the strongest markets. Dallas projects a $1.5-$2 billion local economic boost. Airbnb nightly rates in Boston hit $339, Los Angeles $305, and Seattle $303. Smaller markets like Kansas City and Philadelphia have lower competition for vendor spots.

The math behind the opportunity

The numbers are unusually large, even by mega-event standards. FIFA projects $17 billion in U.S. GDP impact and 185,000 jobs from the tournament. Host cities each expect close to $1 billion in economic activity. Dallas alone projects $1.5 to $2 billion in total impact and roughly $3.5 million in incremental sales tax revenue, according to a Partners Real Estate economic analysis.

Those are city-level figures. For individual hustlers, the math that matters is foot traffic: 16 host cities, 104 matches over 39 days, visitors staying an average of 12 days and spending over $400 per day on dining, lodging, and local experiences. The tournament’s first 16 games drew over 1 million spectators at a 99.5% capacity rate, per ESPN. That’s not theoretical demand. It’s already happening.

But economists aren’t uniformly bullish. Newsweek reported that most World Cups end up costing host cities more than they bring in, with FIFA collecting most of the revenue while cities absorb the risk. The lesson for founders: the money is real, but it flows to operators who position early. Waiting until the quarterfinals to set up a lemonade stand won’t cut it.

Short-term rentals

Airbnb hosts across all World Cup cities are projected to earn a combined $212 million in tournament-related bookings, with average nightly rates surging 90% above typical summer pricing, per AirROI’s analysis. Deloitte projects $156 million of that total going to U.S. hosts specifically, averaging $4,000 per host at $262 per night.

City-level variation is enormous. Boston leads at $339 per night, followed by Los Angeles at $305 and Seattle at $303. At the lower end, Philadelphia hosts average $1,900 for the tournament. The biggest premiums track with knockout-round schedules: a Round-of-16 fixture in Dallas on July 5 shows a 310% rate premium ($949 versus the usual $231).

If you haven’t listed yet, Airbnb is offering a $750 cash bonus for first-time hosts in any of the 16 host cities who welcome guests by July 31, 2026. That’s free money on top of the rental income. The catch: you’ll need to check local short-term rental regulations, which vary wildly by city. New York requires a license and limits unhosted stays. Miami-Dade enforces zoning restrictions. Dallas is relatively landlord-friendly. Know your city’s rules before listing.

For a deeper breakdown of city-by-city Airbnb earnings projections, see our full guide to Airbnb hosting during the World Cup.

Food and beverage pop-ups

Food vending at major sporting events carries gross margins above 60%, and the World Cup amplifies that with multi-day match schedules. Official FIFA Fan Festival vendor spots run $1,000 to $10,000+ per event depending on placement, exclusivity, and city, according to the LA County Department of Economic Opportunity. That’s steep. But the audience is captive and spending.

Permits are the barrier. Street food operators need clearance at three levels: municipal health department permits ($150-$1,500), event organizer vendor credentials, and state business licensing. Total cost typically lands between $500 and $2,000, with the timeline running 2-6 weeks depending on the city. Chef’s Deal published a step-by-step breakdown of equipment and permitting requirements.

The smarter play for late entrants: skip the fan zone and set up within walking distance. Bars and restaurants near MetLife Stadium, SoFi Stadium, and Hard Rock Stadium are already planning watch party menus with prix fixe packages at $50-$75 per person. If you run a food truck, park where the crowds walk after the match. Surge pricing applies to tacos too.

New York is making it easier. Governor Hochul announced World Cup One-Day Permits through the State Liquor Authority, letting restaurants and bars host outdoor watch-party events statewide. That’s a regulatory signal other host states should follow.

For the full FIFA vendor application process and timeline, check our vendor guide.

Rideshare and transportation

Match-night surge pricing is the simplest World Cup money play. Uber and Lyft fares spike 3-5x within 30 minutes of the final whistle at most host stadiums, with MetLife Stadium expecting 3-8x the normal rate on match days. That math is straightforward: a $25 airport run becomes a $100+ stadium pickup.

There’s a ceiling forming, though. Uber launched a shuttle service after matches at stadiums in Miami, Dallas, Boston, and New York/New Jersey, with flat fares of $45-$49 that don’t surge. A Seattle lawmaker proposed capping rideshare surge pricing during major events entirely. If similar legislation passes in other cities, driver earnings could get clipped.

The real money might be in alternatives. Private shuttles, limo services, and even pedicabs near fan zones don’t face the same platform caps. A black car service offering flat-rate stadium transfers at $80-$120 undercuts peak Uber surge while still clearing a healthy margin.

Content creation and UGC

Local businesses in host cities need social media content, and most don’t have in-house teams. A photographer or videographer offering a “5-day World Cup content package” of daily reels, stories, and posts can charge $500-$2,000 per client. Multiply that by 3-5 clients in a single host city, and you’re looking at $2,500-$10,000 over a match window.

The content that performs best from major sporting events isn’t the game itself (FIFA controls broadcast rights). It’s the human stories outside the stadium: the fans, the street vendors, the watch parties, the city transforming. That footage is licensable and marketable. UGC creators earn $50-$500 per video on platforms like Influee and Fourthwall, with experienced creators building to $5,000-$15,000 per month from repeat brand relationships.

City tourism boards are another client. Visit Dallas, Discover Los Angeles, and similar CVBs are actively commissioning content showing their cities in World Cup mode. Pitch them with a portfolio and a rate card. They’ve got budget and tight deadlines. If you want to turn content creation into a full consulting practice, here’s how founders are building AI consulting businesses from similar starting points.

Can you sell World Cup merchandise legally?

FIFA’s trademark enforcement is aggressive and well-funded. The terms “World Cup,” “FIFA World Cup 2026,” the tournament logo, and even the trophy image are all registered trademarks. Fines for unauthorized use run up to $1.6 million, per Gowling WLG’s legal analysis. Inside “clean zones” around stadiums, all non-sponsor branding must be removed or covered. MetLife Stadium, Mercedes-Benz Stadium, and Levi’s Stadium have already stripped their commercial names.

That doesn’t mean you can’t sell merch. It means you need to be clever about it. What’s legal: city-specific gear (“Houston 2026,” “Soccer Summer Miami”), generic soccer designs, fan culture items (scarves, bucket hats, pin sets) that reference the sport without FIFA’s marks. Custom “Host City” t-shirts are impulse buys for tourists, and the production cost on a Bella+Canvas tee with a one-color screen print is under $8 at volume.

Print-on-demand platforms like Printful and Gooten let you test designs with zero inventory risk. Set up a Shopify store or Etsy shop with city-themed designs, geo-target ads to the host city, and let the tournament create the demand. Just keep FIFA’s lawyers out of it. If you’re building a merch brand on top of an existing platform, understand how wrapper businesses work before committing to one marketplace.

Watch party hosting

You don’t need to live in a host city to profit from the World Cup. Watch parties convert any bar, restaurant, backyard, or rooftop into a revenue event. The playbook: charge $25-$75 per person for a ticketed experience with a prix fixe menu, dedicated screens, and a curated atmosphere. SeenLabs reported that bars planning structured match-night events expect to 3x their typical daily revenue.

The 39-day tournament window is the advantage. This isn’t a one-night Super Bowl event. It’s five weeks of daily matches, which means recurring customers, loyalty programs, and predictable traffic. SevenRooms recommended tournament memberships where fans pay a flat fee for reserved seating across all matches. One Brooklyn bar tested this model during the 2022 World Cup and sold out 60 memberships at $150 each before the group stage started.

Private watch parties are another angle. Rent a projector and outdoor screen (or buy one for $300-$600), charge $10-$20 per head for a backyard or park screening, and add food and drink for margin. The projector rental alone, if you own the equipment, can bring $75-$150 per night on platforms like Fat Llama.

Equipment rental

Projectors, outdoor screens, speakers, gazebos, portable bars, even soccer goals for pickup games in parks. All of it spikes in demand during a World Cup summer. List items on Fat Llama, Sparetoolz, or local Facebook Marketplace rental groups. A $600 projector that rents for $75/night pays for itself in eight bookings.

BBQ equipment is especially strong. Tailgating culture around American stadiums merges with international soccer fan culture to create absurd demand for portable grills, coolers, folding tables, and canopy tents near fan zones. If you already own this stuff, listing it is a zero-capital play. The same rental model works year-round for other events; pickleball entrepreneurs are using it for court equipment, and the pattern applies anywhere demand is seasonal.

How much capital do you need to start?

The zero-capital plays (rideshare, equipment you already own, print-on-demand) can start today. Food vending and Airbnb require lead time but offer the highest ceiling. Content creation sits in the middle: low capital, moderate ceiling, but it’s recurring if you build client relationships that outlast the tournament. If you’re thinking about stacking multiple plays, our breakdown of how many income streams creators run in 2026 is a good framework for deciding which ones to layer.

What not to do

Three mistakes will cost you money or get you into legal trouble during the World Cup.

First, don’t use FIFA’s trademarks. “World Cup” in your business name, on your merch, or in your advertising can trigger enforcement. FIFA’s brand protection team is already active in all 16 host cities, and Burges Salmon’s legal analysis notes that even implied associations (a soccer ball next to your restaurant name during match week) can draw scrutiny. Use “the beautiful game,” “soccer summer,” or city-specific references instead.

Second, don’t ignore permits. Every host city is running heightened food safety and vendor inspections. Getting shut down on day two of the tournament because your health permit was expired isn’t just a fine. It’s lost revenue you can’t recover.

Third, don’t overinvest in inventory you can’t move after July 19. The World Cup ends. Demand craters overnight. Print-on-demand exists for a reason. If you’re buying physical stock, keep it lean and reorderable.