The 2026 FIFA World Cup has demonstrated the extraordinary commercial power of the world game. FIFA expects its revenue for the 2023–2026 cycle to exceed USD 15 billion, driven largely by the success of the tournament across the United States, Canada and Mexico.

But this success raises a question that reaches far beyond football.

What happens to FIFA’s revenue model if artificial intelligence displaces millions of workers and significantly reduces people’s disposable income? The World Cup depends on supporters who can afford tickets, flights, accommodation and time away from work. Without financially secure fans, record ticket sales and packed stadiums cannot be taken for granted.

As FIFA prepares for the 2030 and 2034 World Cups, it must consider not only how technology can increase revenue, but also how technological disruption could affect the supporters who make that revenue possible.

Football may be the world’s game—but can it remain truly global if ordinary people can no longer afford to participate?

This is a conversation FIFA, governments and the wider business community need to begin now.