Hamilton, ON, June 11, 2026 – The FIFA World Cup 2026 is coming to North America on June 11 until July 19. Instead of the traditional 32 teams, this will be the largest ever FIFA tournament with 48 teams and 104 matches.
Canada’s two host cities, Toronto and Vancouver, are poised to see economic benefits through tourism and increased international exposure – but does additional exposure translate into meaningful boosts to long-term tourism for these already world-class cities?
Historically, the World Cup stimulates massive short-term economic growth and accelerates urban infrastructure development – but with no new stadium builds in any of the three host countries, what other economic impacts will be seen? Hospitality and merchandise revenue, as well as security and event operations jobs will stimulate local economies in host cities.
From a social perspective, soccer and major sports tournaments like the FIFA World Cup function like religion in many ways by creating powerful emotional, communal, and ritual experiences that bring people together and give a sense of belonging.
In her op-ed, “Soccer and religion have more in common than you might think,” McMaster expert, Hanna Tervanotko, discusses the quasi-religious role of soccer in people’s lives.
McMaster experts are available to discuss the economic and social impacts of the FIFA World Cup:
Marvin Ryder (associate professor, Marketing, DeGroote School of Business) can discuss the economics of holding the World Cup – is it worth the expense? Marvin can explain the tourism benefits, including the exposure that host cities may enjoy, and the economic benefits and risks (e.g., modifying existing stadiums rather than new construction, security and crowd control as the largest expenses). He can be reached at ryderm@mcmaster.ca.
Colin Mang (assistant professor, Department of Economics) can discuss FIFA’s economic impact, including the historical impact of past tournaments, where the money actually goes, and what the impact is likely to be in Toronto, Vancouver, and other North American host cities. He can be reached at colinmang@mcmaster.ca.
Hanna Tervanotko (associate professor, Department of Religious Studies) is available to discuss the communal experiences of large sporting events, like the FIFA World Cup, and their similarities to religious experiences, including ritualistic behaviour. She can be reached at tervanoh@mcmaster.ca.