Real World Lecture: Business, Power and The World Cup

The 2026 World Cup is set to be one of the biggest global sporting and commercial events ever staged — but behind the spectacle lies a complex web of business, politics, power, and profit. Join us for an engaging and interactive session exploring the commercial realities behind modern football, from the FIFA business model and stakeholder tensions to questions around sponsorship, ownership, fan culture, and who really benefits from mega sporting events. Together, we’ll examine who profits, who pays, and who can ultimately become priced out of the game, while developing a greater understanding of stakeholder management, global business strategy, and commercial awareness in the context of large-scale international events. Whether you’re a passionate football fan, interested in global events and media, or considering a future in business, marketing, sport, or management — all are welcome.