Messi and Mbappé Drive Global Growth for FIFA Under Infantino’s Tenure

Lionel Messi and Kylian Mbappé continue to serve as the primary commercial and athletic catalysts for FIFA’s global expansion, providing FIFA President Gianni Infantino with the star power necessary to push for an expanded World Cup format and increased commercial revenue. According to official FIFA reports and tournament data, the visibility of these “generational talents” has directly correlated with record-breaking viewership and sponsorship interest for the organization’s flagship events.

How do Messi and Mbappé impact FIFA’s commercial strategy?

FIFA relies on the individual brands of elite players to maintain the World Cup’s status as the most-watched sporting event on earth. The presence of Lionel Messi, particularly during the 2022 World Cup in Qatar, and the continued dominance of Kylian Mbappé provide a bridge between traditional European markets and emerging regions in North America and Asia.

Records from the 2022 FIFA World Cup show that the final between Argentina and France became one of the most-watched matches in history. This “star power” allows Gianni Infantino to negotiate higher-value broadcasting rights and sponsorship deals, as brands are more likely to invest in tournaments guaranteed to feature the world’s most marketable athletes. The synergy between these players and the FIFA brand has created a commercial environment where the tournament’s value increases regardless of the host nation’s location.

Why is the “Generational Talent” era compared to tennis?

The current state of men’s football mirrors the “Big Three” era of tennis—comprising Roger Federer, Rafael Nadal, and Novak Djokovic—where a small group of extraordinary athletes dominated the sport for over a decade. In tennis, this era led to a massive spike in global viewership and prize money because fans tuned in specifically to see these individuals compete against one another.

Football is experiencing a similar phenomenon. While the gap between Messi and Mbappé is shifting as Messi enters the twilight of his career and Mbappé ascends to the peak of his powers, the collective impact remains the same: they elevate the product. For FIFA, this means the sport is no longer just about national pride, but about the narrative of individual greatness, which is more easily exported to global audiences.

What does this mean for the 2026 World Cup expansion?

Gianni Infantino has leveraged the global appeal of the game’s biggest stars to justify the expansion of the FIFA World Cup to 48 teams for the 2026 tournament, which will be hosted by the United States, Canada, and Mexico. The logic presented by FIFA is that a larger tournament allows more nations to participate, but the commercial viability of that expansion depends on the “tentpole” stars who draw the casual viewers.

The 2026 event will be the first to feature a significantly larger field. By ensuring the tournament remains a showcase for players like Mbappé—and potentially a veteran presence from Messi—FIFA aims to avoid a dip in quality or viewership that often accompanies expanded formats. The goal is to maintain “premium” status while increasing the number of matches, thereby increasing total ticket and broadcast revenue.

Who benefits most from this star-driven model?

While the players earn historic sums through individual endorsements, the primary institutional beneficiary is FIFA. Under Infantino’s leadership, the organization has focused on diversifying its revenue streams and expanding its footprint in the Americas. The “Messi effect,” which has been seen in the massive growth of Major League Soccer (MLS) since Messi joined Inter Miami CF, creates a halo effect that benefits the global game and, by extension, the governing body that manages the World Cup.

Critics of the current administration often point to the commercialization of the sport, but FIFA’s financial reports indicate that this strategy has increased the funds available for member associations. However, the concentration of wealth and attention around a few “superstars” continues to define the modern era of the sport.

What is next for FIFA and its global stars?

The focus now shifts to the qualification cycles for the 2026 FIFA World Cup. FIFA will continue to monitor the health and participation of its top-tier athletes to ensure the tournament’s marketing remains potent. The next major checkpoint for the organization will be the finalization of the 2026 match schedule and the official announcement of the expanded tournament’s detailed logistics.

Do you believe the expansion to 48 teams helps or hurts the prestige of the World Cup? Share your thoughts in the comments below.