Industry report reveals $4.5 billion sports sponsorship economy for 2026 World Cup host cities in the U.S. and Canada

Published annually, SponsorUnited’s Markets Report examines the shifting dynamics of sports sponsorship across key North American markets. This year’s edition applies a World Cup-focused perspective, targeting the cities hosting the 2026 tournament (Mexico will also have three host cities). 

Alongside major leagues such as MLS and NWSL, the report also covers NFL, NBA, MLB, NHL, WNBA and major college conferences in each market. 

That broad scope highlights how the World Cup host cities are central to nearly half of North America’s team sports sponsorship revenue, which totals just more than $9 billion. In the past year, the host cities collectively attracted $725 million in new sponsorship investments, led by Los Angeles at $178 million, New York/New Jersey at $124 million and the San Francisco/Bay Area at $55 million.

The report reveals a pronounced home-market focus among top sponsors in those cities. Nearly 40 percent of the highest-spending sponsors allocate at least 75 percent of their sponsorship budgets to their respective markets.

Los Angeles leads with six such hyper-local investors, followed by Atlanta, Kansas City, and Miami with five each. These concentrated spenders tend to be unique local entities - regional banks, universities, or health systems - that dedicate virtually all their sponsorship dollars to their home markets.

Soccer currently accounts for just 9 percent of total team sponsorship revenue among U.S. professional sports in these markets, according to the report, but has grown at a 21 percent rate over the past three years. This growth is fueled in part by a 331 percent surge in branded social engagement, signaling increasing fan interaction and commercial opportunity.

Average sponsorship deal sizes vary widely across host cities, reflecting differing levels of market maturity and opportunity. Markets such as Los Angeles and New York/New Jersey boast average deal sizes around $750,000, while smaller to mid-sized markets -  Houston, Kansas City and Vancouver - have smaller but growing deal sizes ranging from $350,000 to $500,000.

The report highlights how soccer’s rapid growth is complementing established sports markets, creating new avenues for brand engagement and investment ahead of the 2026 World Cup.