World Cup
World Cup 2030 an opportunity for sponsors to build reach, say experts
Holding the 2030 World Cup in six countries could cause logistical headaches but a tournament on three continents will be viewed as a boon by sponsors and advertisers seeking to expand their brands globally, sports marketing experts have said.
FIFA allocated the 2030 World Cup to Spain, Portugal and Morocco last week but also said Uruguay, Argentina and Paraguay would host three matches to mark the tournament’s centenary.
“It’s going to be a mess for the players and for anyone who wants to attend games,” Bob Dorfman, a sports marketing expert and creative director at Pinnacle Advertising, told Reuters.
“But for advertisers, it may be an opportunity because they now have three continents in which they can build their market. Most of the sponsors are global brands, so they’re looking to build markets around the world.
“It’s also great for newer advertisers, who may be a little more regional and looking to expand. South American companies may just want to focus on those three games in their region, but they may also want to build a brand in North Africa or Europe.”
Victor Matheson, sports economist at College of the Holy Cross in Massachusetts, said the 2030 World Cup proposal was “extremely well done” on FIFA’s part.
“It’s hard to find anything to criticise about this particular event,” Matheson said.
“I would suspect the sponsors are definitely looking forward to this a lot more than they were looking forward to Qatar.”
The decision to award Qatar hosting rights for the 2022 World Cup was marred by controversy, including allegations of corruption and human rights violations.
BEER BACK ON TAP
The World Cup in Qatar also had to contend with strict controls on alcohol. Two days before the tournament kicked off, Budweiser, the official beer of the World Cup, had taps at stadiums turned off by Qatari officials.
“Budweiser were not at all happy with a world where they couldn’t actually sell their primary product in the host country, and that being a last minute decision,” he said, adding that Spain, Portugal and Morocco are “super safe choices”.
“I think all these sponsors have a lot more history and a lot more comfort with Spain and Portugal where they don’t need to do a whole lot to promote it.
“All major sponsors are much happier with countries that they’re more comfortable associating with… Spain and Portugal have very good reputations. Morocco is a little bit more unknown, but it certainly doesn’t have a negative reputation.”
Like Qatar, Morocco is an Arab nation with a majority Muslim population.
But it is considered one of the most liberal countries in North Africa and has often hosted international cinema and music festivals as well as sports events.
Morocco were named hosts of the 2025 African Cup of Nations last month and they also want to host the 2030 final in Casablanca.
‘MORE LENIENT’
Morocco’s tourism revenue is expected to reach a record 115 billion dirhams ($11.24 billion) in 2023, exceeding pre-COVID levels, according to central bank expectations.
“Morocco is more lenient when it comes to accommodating Western lifestyles than Qatar,” said Vijay Setlur, a sports marketing expert with Schulich School of Business.
“I don’t expect the restrictions to be as stringent in Morocco.
“One of the reasons Qatar received criticism was the conditions of workers who built stadiums, but in Morocco there won’t be stadium-building projects on the same scale. Morocco will probably be refurbishing existing stadiums.”
The decision to host the tournament across three continents also attracted criticism from climate experts, but Dorfman said the scale of the World Cup would take precedence for sponsors over political or climate issues.
“Like it or not, that’s what ends up happening and everyone in the end remembers how great Lionel Messi was and how Argentina won the World Cup,” he said.
-Reuters
Iraq coach Graham Arnold has called for the team’s inter-confederation World Cup playoff in Mexico later this month to be postponed amidst the travel chaos triggered by the conflict in neighbouring Iran.
The Iraqis are concerned they might not be able to get their players and staff over to Mexico for their scheduled clash with either Bolivia or Suriname in Monterrey on March 31 because of the travel lockdown in the Middle East.
Arnold said putting together a team solely with players based outside Iraq would hinder the country’s chances of qualifying for the World Cup for the first time since 1986.
“It wouldn’t be our best team, and we need our best team available for the country’s biggest game in 40 years,” the Australian told the Australian Associated Press from his home in the United Arab Emirates.
“The Iraqi people are so passionate about the game of football that it is insane. The fact that they haven’t qualified for 40 years is probably the main reason I took this job.
“But at this stage, with the airport being shut down, we are working hard to try and find another alternative.”
Iraqi airspace has been closed since the United States and Israel launched air attacks on Iran on February 28, and the Islamic Republic responded by firing missiles and drones at Israel, Gulf states and other nearby countries.
– United Arab Emirates v Iraq – Mohamed bin Zayed Stadium, Abu Dhabi, United Arab Emirates – November 13, 2025 Iraq players pose for a team group photo before the match REUTERS/Amr Alfiky/File Photo
Bolivia and Suriname are scheduled to meet in the inter-confederation playoff semi-final in Monterrey on March 26 to decide which team meets Iraq in the final five days later.
“In my opinion, if FIFA were to delay the game, it would give us time to prepare properly,” Arnold added.
“Let Bolivia play Suriname this month , and then a week before the World Cup, we play the winner in the US – the winner of that game stays on, and the loser goes home.
“Our federation’s president, Adnan Dirjal, is working around the clock trying to plan and prepare to make everyone in Iraq’s dream come true, so we need this decision made quickly.”
The finals take place in the United States, Mexico and Canada from June 11 to July 19.
There was no immediate response to a request for comment on Arnold’s suggestion from FIFA, global soccer’s governing body.
New Caledonia, Jamaica and the Democratic Republic of Congo will travel to Guadalajara later this month to compete in the other three-way playoff for a ticket to the World Cup finals.
-Reuters
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Former Germany striker Karl-Heinz Riedle has played down his country’s chances of winning the 2026 FIFA World Cup, warning that Die Mannschaft may struggle to match the strength of leading contenders such as Spain, France and Brazil.
Germany, four-time world champions and historically among the most consistent teams in global football, have seen expectations dip after suffering back-to-back group-stage exits at the 2018 and 2022 tournaments.
Riedle, a member of the team that won the 1990 FIFA World Cup, believes the current German side is capable of progressing from its group at the 2026 finals in North America but may find it difficult to challenge for the title.
“It is a group Germany definitely should survive. If we can’t survive, that would be a really big blow,” Riedle told Singaporean newspaper, The Straits Times, during a visit to Singapore. “But I’m not sure they can win it. A good result would be reaching the quarter-finals or the semi-finals.”
Germany have been drawn alongside Curacao, Cote d’Ivoire and Ecuador, a grouping Riedle believes should be manageable despite concerns over injuries to key players.
The 60-year-old former forward, who also played for Borussia Dortmund, Liverpool FC and Fulham FC, singled out Spain, France and Brazil as the strongest contenders for the 2026 crown.
“Spain, France and Brazil have the best players and the best teams,” he said. “Spain are European champions, France have reached the last two finals, and Brazil are always there.”
Riedle also suggested that England could emerge as a dark horse under new coach Thomas Tuchel, noting that a change in leadership could help the Three Lions finally translate their talent into major tournament success.
Germany’s preparations for the tournament remain complicated. Head coach Julian Nagelsmann inherited a side in transition in 2023 after the dismissal of Hansi Flick and continues to grapple with several squad issues.
Injuries to attacking stars Jamal Musiala and Kai Havertz have raised doubts about their readiness for the tournament, while uncertainty persists in goal following the international retirement of Manuel Neuer. Girona goalkeeper Marc-André ter Stegen has also been sidelined by injury, leaving Hoffenheim’s Oliver Baumann to fill the No. 1 role despite limited international experience.
Nagelsmann has also acknowledged problems in midfield, noting a shortage of physically dominant defensive midfielders capable of winning aerial duels.
Despite the concerns, Riedle believes young talent such as Florian Wirtz could still play a decisive role. The 22-year-old, who recently completed a £100 million move from Bayer Leverkusen to Liverpool, has faced criticism after a slow start in England, but Riedle remains confident in his ability.
“He is the best talent we have had from Germany for a long time,” he said. “He had to adapt, but you will see his best.”
For Riedle, however, Germany’s success will ultimately depend on rediscovering the collective spirit that defined their triumph under Franz Beckenbauer in 1990.
“Our biggest strength then was that the team came first,” he recalled. “We had individual stars, but the coach brought them together to build a strong group. That is what Germany must look for again.”
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By Kunle Solaja.
The Royal Moroccan Football Federation (FRMF) has appointed Mohamed Ouahbi as the new head coach of Morocco’s senior national football team as part of a broader strategic vision dubbed “Morocco 2030.”
Ouahbi led Morocco to the winning of the FIFA U-20 World Cup last year in Chile.
The federation also announced that Portuguese tactician João Sacramento will join the national team’s coaching staff, bringing international experience gained at top European clubs.
The appointments were unveiled by FRMF President Fouzi Lekjaa as part of a long-term roadmap designed to strengthen Morocco’s football structure and sustain the country’s recent progress on the global stage.
Lekjaa described the changes as more than a routine managerial shift.
“This announcement is not just a simple change: it is a strategic transition,” he said. “Our goal is to continuously advance Moroccan football with a roadmap that connects the national team, youth development, training structures and women’s football.”
According to Lekjaa, the “Morocco 2030” project aims to consolidate the country’s status among the world’s elite football nations while preparing for future major tournaments, including the 2030 FIFA World Cup, which Morocco will co-host with Spain and Portugal.
Reward for Youth Development Success
Ouahbi’s appointment underscores the federation’s commitment to promoting domestic coaching expertise. The Moroccan tactician rose to prominence after guiding the country’s under-20 side to victory at the FIFA U‑20 World Cup, earning a reputation for strong player development, disciplined team structure and high-performance standards.
The federation believes his experience within Morocco’s football development system will ensure continuity between the youth teams and the senior national side.
Reacting to his appointment, Ouahbi expressed gratitude for the opportunity and pledged to uphold the ambitions of the Moroccan football project.
“I am honoured by the trust placed in me by the federation,” Ouahbi said. “We will work with dedication and humility, relying on a clear method and a collective ambition to improve match after match and help the team reach new heights.”
International Expertise Added to Technical Bench
To complement the new coach, the FRMF confirmed the addition of Sacramento to the technical staff. The Portuguese coach previously served as assistant manager at leading European clubs, including Paris Saint‑Germain, AS Roma and Tottenham Hotspur.
The federation said his experience in high-performance environments will enhance the team’s tactical preparation and day-to-day technical operations.
Tribute to Regragui
The FRMF also paid tribute to outgoing national team coach Walid Regragui for his contributions during his tenure with the Atlas Lions.
President Lekjaa praised Regragui’s dedication and service, while the former coach expressed appreciation to Morocco’s football authorities and supporters for their backing during his time in charge.
Thank you for the services…FRMF President Fouzi Lekjaa seems to be telling Walid Regragui.
The federation believes the new technical direction will help sustain Morocco’s upward trajectory and maintain the momentum generated in recent years as the country prepares for major continental and global competitions leading up to 2030.
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