In a bold and controversial move, former US President Donald Trump declared April 2 as a “day of liberation” for the United States, announcing sweeping tariffs on imports from 60 countries that maintain trade relations with the US.
But while the decision might be pitched as an advance for American independence, it could have unforeseen consequences, the most striking of which could turn out to be for the much-awaited 2026 FIFA World Cup, to be held across Canada, the United States, and Mexico.
Tariffs Take effect Just Before the Big Event Build Up
These sweep on general tariffs, which take effect on April 5, are going to hammer global trade partners painfully. The announced figures include a recently pronounced 34% tariff on China, 24% on Japan, 26% on India, 20% on the nations of the European Union, and at least 10% on Ukraine; however, the full consequences are yet to be seen.
Initial Fallouts May Have International Trade However Ripples of Effects Could Reach the This World Cup-Largest Football Event Ever in North America
Major Casa Brands will Reassess Their Budget Towards Sponsoring a World Cup
Sponsors have begun to lose enthusiasm already. Most multinational companies, which were expected to spend millions of dollars for sponsorship under World Cup campaigns, are now postponing or reconsidering their plans as a result of the difficult trading climate.
“I suspect some sponsors are now re-evaluating how they plan to 'activate' such deals in the US, given the trade barriers that have been put in place,” said John Zerafa, a leading strategist in global sports events.
Zerafa warned that brands might hesitate to commit to US-based campaigns if product sales are expected to decline due to import restrictions. “Why would a sponsor spend millions of euros on this if sales in America are now limited?” he added.
Uncertainty Looms Over World Cup Execution
This latest trade development adds another layer of uncertainty to a World Cup that already faces political and logistical challenges. From travel complications and equipment imports to promotional strategies and consumer product launches, the impact of Trump’s tariff decision could be far-reaching.
The 2026 FIFA World Cup, intended to be a celebration of unity across North America, now finds itself caught in the crossfire of a shifting economic and political landscape.
FIFA president looks forward
FIFA President Gianni Infantino has drawn a powerful analogy between two of the world's biggest sporting spectacles: the FIFA World Cup and the NFL’s Super Bowl. In an interview with FOX Sports, Infantino highlighted the staggering reach of the World Cup by comparing it to the Super Bowl’s massive audience numbers
“The impact will be global,” Infantino stated, referencing the 2026 FIFA World Cup, which will be jointly hosted by the United States, Canada, and Mexico. “I mean, look at the Super Bowl, which is fantastic. It has what, 120, 130 million viewers, right? The World Cup has 6 billion viewers [over a month of matches], so a World Cup is 104 Super Bowls in a month – which is three Super Bowls a day... This can happen every week if you have the best league in the world.