Fortune, May 12, 2026

U.S. hotels are calling the World Cup a ‘non-event’ and 80% warn bookings are falling short of expectations, report finds

Last year, FIFA president Gianni Infantino hailed the upcoming World Cup as the equivalent of “104 Super Bowls,” quantifying just how big the sport known as football worldwide is—or, at least in comparison to America’s football version. With the average Super Bowl getting 125.6 million views annually, Infantino expects the World Cup to attract the equivalent viewership of three Super Bowls a day for all 39 days of the competition. FIFA predicts games would touch six billion viewers globally, and expects the influx of travelers and tourism will help contribute to a projected $30.5 billion economic windfall for the three host countries of the U.S, Mexico and Canada.

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