Former England captain David Beckham emerged as the biggest commercial winner of the 2026 FIFA World Cup, earning an estimated £19 million (RM104 million) through endorsement deals during the tournament.
According to The Sun UK, the Inter Miami co-owner became one of the most visible personalities throughout the competition, featuring in advertising campaigns for global brands including Bank of America, Lay's, Home Depot, McDonald's, Stella Artois, and Adidas.
Brand and culture analyst Nick Ede said the FIFA World Cup has become one of the world's biggest commercial platforms, attracting billions of viewers and making celebrity endorsements more valuable than ever.
"Brands are willing to spend tens of millions securing celebrities who can instantly grab attention during the commercial breaks because they know they're reaching an audience of billions," Ede said.
Beckham's eldest son, Brooklyn Beckham, also benefited from the tournament, reportedly earning £753,000 (RM4.1 million) for a DoorDash advertisement that humorously referenced his public family situation.
Colombian superstar Shakira secured an estimated £15 million (RM82 million) after performing at both the opening and closing ceremonies. The singer, joined by Burna Boy for the closing performance of Dai Dai, also experienced a significant boost in global music streaming following her appearances.
Canadian pop star Justin Bieber reportedly earned £12 million (RM65.7 million) after performing a religious-themed anthem that resonated strongly with audiences, particularly in the United States.
Actor Timothée Chalamet also collected an estimated £12 million, thanks to his partnership with Adidas and high-profile public appearances during the tournament alongside girlfriend Kylie Jenner.
Reality television star Kim Kardashian reportedly earned around £8 million (RM43.8 million) by promoting her fashion brand during World Cup broadcasts, while BLACKPINK's Lisa received an estimated £9 million (RM49.3 million) through sponsorship agreements and a live performance during the tournament.
Music legend Madonna added another major appearance to her career, reportedly earning £4 million (RM21.9 million) for performing during the World Cup alongside Brazilian football icons Ronaldinho and Ronaldo.
One of the tournament's surprise commercial success stories was Scottish singer Susan Boyle, who reportedly received £500,000 (RM2.74 million) for starring in an Irn-Bru advertising campaign that gained widespread international attention.
While Spain celebrated World Cup glory on the pitch, many of the world's biggest entertainment stars enjoyed lucrative commercial success away from the football action, highlighting the tournament's growing influence as a global marketing platform.
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