With Mexico set to host another World Cup in just a few days, companies are already adjusting their business strategies, logistics operations, and customer service plans to take advantage of the economic impact the tournament will generate.
According to the 2026 World Football Survey conducted by KPMG among more than 300 executives in Mexico and Central America, 66% of respondents in Mexico expect the event to have a positive or very positive impact on their industry , while 56% of participants from Central America share that expectation.
During the presentation of the results, Rogelio Berlanga, Lead Partner of the Consumer Markets and Retail Industry at KPMG Mexico, highlighted that sectors such as hospitality, consumer goods and retail are among those that anticipate the greatest benefits, particularly in the host cities: Mexico City, Guadalajara and Monterrey.
“There are definitely some industries that will be more impacted by this World Cup, particularly in the host cities. Hospitality, consumer goods, and the retail sector are industries that particularly expect a mostly positive impact,” he said.
The main benefit expected by companies is an increase in sales. 48% of Mexican executives believe the World Cup will boost their revenue , while 35% expect it to strengthen their reputation and brand presence.
Likewise, 32% anticipate that the event will accelerate digital transformation processes through the incorporation of new technologies.
Berlanga explained that many organizations have already begun developing promotions, commercial alliances, and campaigns aimed at the markets of origin of the visitors who will arrive at the World Cup venues.
“Many clients are running promotions in other countries, visiting certain cities, hiring former soccer players to promote their brands, or creating product bundles that include a gift related to the World Cup,” he commented.
Beyond marketing, companies are also preparing to meet an increase in demand.
When asked about potential logistical challenges, Berlanga stated that several companies have begun to strengthen operational capabilities and make temporary hires to respond to the expected increase in consumption.
“Many businesses are also hiring temporary staff, precisely to ensure they have the necessary human resources to meet the expected demand in terms of consumption,” he explained.
The executive added that supermarket chains, stores, and consumer goods companies are already working on planning inventories, promotions, and product availability related to the tournament , from electronics to collectibles and mass-market consumer goods.
The study also reveals that Mexican companies are allocating significant resources to capitalize on the current situation. 37% of respondents reported investments of between one and 15 million pesos in marketing strategies related to the World Cup.
Furthermore, artificial intelligence is beginning to gain ground as a business tool. Seventeen percent of organizations in Mexico indicated that they are incorporating AI solutions into their strategies to capitalize on the event, while others are focusing on digital platforms, loyalty programs, and tools to improve the customer experience.
“Everyone is also betting on these types of strategies, seeking to develop generative artificial intelligence that allows them to somehow predict what consumer expectations are so that they can be prepared and meet these needs,” Berlanga noted.
42% of companies in Mexico plan to install screens in their facilities so that employees can follow the games; 37% will enable specific spaces to watch the matches and 26% will avoid scheduling meetings during the games of the Mexican national team.
For Rolando Williams, Audit Partner at KPMG Panama, the tournament represents an opportunity to strengthen employee commitment and enhance the company’s positioning.
“It’s an event that takes place every four years, and many companies try to use it to boost their brand,” he said.
When executives were asked what the top priorities should be for Mexico as a host country, reputation management and visitor experience ranked first with 35% of the responses.
This was followed by the quality of the tourism offer (20%) and sustainability initiatives (13%), reflecting the importance that service infrastructure, mobility and the overall experience of the millions of visitors expected during the tournament will have.
For KPMG specialists, the 2026 World Cup represents not only a sporting celebration, but also a test for supply chains, business operations, and the ability of companies to turn a global event into economic growth and brand positioning.
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