As major international events continue to grow in scale and influence, researchers are examining how global competitions and new innovations can shape tourism, business, and economic activity. With the 2026 FIFA World Cup approaching, new research highlights how success evolves in a new era of work.
Researchers at Virginia Tech’s Pamplin College of Business have explored the relationship between international sporting success and economic performance, particularly within tourism markets. Their findings suggest that strong performances in events like the FIFA World Cup can increase global awareness of a country, strengthen destination branding, and create opportunities for tourism-related businesses.
Here is how this can help:
- Increase global visibility for tourism, hospitality, and entertainment.
- Create new opportunities for tourism, hospitality, and entertainment.
- Drive consumer engagement through merchandise, media rights, and international travel.
Looking to the future, researchers expect large-scale events like the 2026 FIFA World Cup to continue influencing tourism trends, destination marketing, and economic development strategies worldwide. Certainly, this is only one example of how sports and business are increasingly intersecting. We can expect to see more research and innovation focused on maximizing the long-term benefits of global sporting events in the years ahead.