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At the 2026 World Cup, there will be more winners than just the champion

By Francois Brouard, Full Professor Accounting and Taxation / Professeur titulaire comptabilité et fiscalité, Sprott School of Business, Carleton University

While it’s impossible to predict the champion, the 2026 World Cup already has many winners: the qualifying teams, the host countries and FIFA are all reaping record financial and media benefits.

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