World Cup Commerce Will Play Out In An Era Of Protectionism

BusinessRetailWorld Cup Commerce Will Play Out In An Era Of ProtectionismByBrian Delp,Contributor.Forbes contributors publish independent expert analyses and insights. Brian Delp is NY-based, covering retail, fashion, and home products.Follow AuthorJun 09, 2026, 11:55pm EDTFIFA World Cup Merchandise (Photo by Wang HE/Getty Images)Getty ImagesUNITY. CERTAINTY. OPPORTUNITY. These were the three opening words and the central theme of the 530 page united bid made by the US, Canada, and Mexico to host the 2026 World Cup. The case was made based on a foundation of legacy relationships, established infrastructure and stability, and open markets offering the largest consumer economy in the world. However, the world and relationships under which that bid was crafted are fundamentally different from those we find ourselves in today. Those words were selected eight years ago, prior to escalating trade wars, COVID-19, FIFA scandals, and global tensions.With the event spread across 104 matches with 48 participating teams, this will be the largest World Cup in history. This represents a landmark commercial opportunity, yet it is colliding with a historically defensive trade environment. Brands and retailers remain hopeful of the potential, but there is much uncertainty around whether anyone will come out as a winner.Playing Defense: A More Protectionist EconomyThe joint bid between the US, Canada, and Mexico was officially announced on April 10, 2017, approximately three months after Donald Trump was sworn in for his first term. By the time the official bid was submitted on March 16, 2018, the North American Free Trade Agreement (NAFTA) was already under renegotiation. In June 2018, FIFA voted in favor of the bid, confirming the 2026 World Cup events across North America. Although no one anticipated the future strain on global relationships that would fully emerge, there was already some foreshadowing.TOPSHOT - Canada's Prime Minister Mark Carney delivers a speech during the...