When people think about the FIFA World Cup, they think about football on the pitch.
The matches. The goals. The celebrations. The drama.
But for governments, businesses, destinations and sports organisations, the World Cup begins years before the opening whistle. It is a platform for trade, tourism, diplomacy, innovation, investment and international partnerships. And unlike the matches themselves, those opportunities do not begin with the opening whistle.
Or at least, they shouldn’t.
One of the most significant misconceptions surrounding major sporting events is that preparation starts once a country qualifies or the tournament gets underway. In reality, by that point, many of the most valuable opportunities have already been created… or missed.
Preparing for a World Cup is not simply about preparing for football; it is also very much about becoming part of everything football brings with it.
Nigeria demonstrated this during the FIFA World Cup 2026. Although the Super
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