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The winners and losers of this year’s World Cup on and off the pitch

  • Posted on July 18, 2026
  • By The Globe and Mail
  • 0 Views
  • 1 min read
In brief

Beyond the final whistle, the World Cup produces winners and losers extending far beyond the pitch. While champions lift trophies and achieve glory, emerging talents gain global recognition and commercial opportunities. Conversely, underperforming nations face scrutiny, lost sponsorships, and damaged reputations. This analysis explores how teams, players, and organizations experience dramatically different outcomes through sporting achievement, brand value, media exposure, and financial implications throughout the tournament.

Summary auto-generated by AI from the original publisher's content. Editorial standards.

The winners and losers of this year’s World Cup on and off the pitch
The winners and losers of this year’s World Cup on and off the pitch

Some lifted trophies, some gained fans, influence or money. And others left the tournament looking worse for wear
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Author
The Globe and Mail

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