With less than 150 days until the 2026 World Cup, figures are already being discussed regarding millions in revenue for the host cities, in addition to job creation and a boost to related sectors such as transportation, accommodation, tourism, and gastronomy.

FIFA released the schedule for this major sporting event in December. Mexico, the United States, and Canada will be the hosts, but the cities where the matches are played will benefit from the initial investment for the event, as well as the creation of jobs in the sectors involved.

In Mexico City alone, more than 100,000 jobs could be created. A similar number are expected in Guadalajara and Monterrey.

 According to Daniel Zaga, chief economist for Deloitte in Latin America, “the impact of the sporting event in Mexico will be $2.73 billion, representing 0.14% of the country’s GDP.”

In December, the Official Socioeconomic Report for the 2026 World Cup indicated total tournament spending of $13.9 billion, broken down as follows: $7.5 billion in tourism spending, $3.8 billion in FIFA expenses, $1.8 billion in operating costs at the venues, and $900 million in capital investments. Regarding job creation, it is estimated that there would be 824,000 jobs and $8.2 billion in social benefits.

Millions to distribute among participating teams

FIFA approved a financial contribution of $727 million for the teams participating in the 2026 World Cup, representing a 50 % increase compared to the Qatar 2022 edition. $655 million will be distributed as prize money among the 48 participating teams, with the champion receiving the largest share: Champion $50 million; Runner-up $33 million; Third place $29 million; Fourth place $27 million; 5th to 8th place $19 million; 9th to 16th place $15 million; 17th to 32nd place $11 million; and 33rd to 48th place $9 million.

M.Pino

With information from international media, FIFA, and social media

(Main reference image source: My Profit Tutor on Unsplash)                    

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The Ibero-American Festival of Creativity (FIAP) announced the winners of all its special awards at the in-person gala that took place within the framework of Advertising Week LatAm (AWLATAM). The event, which once again brought together the main exponents of Ibero-American creativity, awarded the 4 Great Suns of Ibero-America and a Special Mention, which complete the 206 metals (awards) of its historic 55th edition.

On this occasion, the stage was hosted by the renowned announcer and voice actor Sebastian Llapur, an Argentine-Mexican known for giving life to iconic characters such as Darth Vader and Colossus, whose presence brought a special touch to the ceremony.

The sponsors of FIAP 2024 reflected the relevance of the anniversary and edition. Adsmovil, Amarillo Creative Lab and Dirty Kitchen joined in the disciplines of Formats, Innovation and Ads, respectively.

Meanwhile, the “Celebration among the greats” after party was sponsored by Heineken, Audio Network and Altered.LA, along with the collaboration of Flow, Humo Rojo, Suena Polenta and Not Normal, who highlighted the value of Ibero-American creativity.

Intelligent creativity

The FIAP 2024 ceremony witnessed a historic achievement for Peru, which for the first time in the 55 years of the festival won a Gran Sol in each of the four disciplines. The Sightwalks – Veredas que Guían campaign for Cemento Sol, by Circus Grey Peru, was recognized in the Formats, Innovation and Ads categories, while Fahrenheit DDB Peru won the Gran Sol in Ads for the Cancer before cancer campaign for the Peruvian Cancer Foundation. This success places Peru in a prominent position, consolidating its presence in the global creative field and demonstrating how advertising can address cultural and health issues with a profound impact.

The awards continued with the most coveted institutional awards: Mullen Lowe Delta was recognized as Agency of the Year, DDB Worldwide was named Network of the Year, UNACEM was celebrated as Advertiser of the Year, LLYC took home the title of Independent Agency of the Year, and Rebeca Producciones was named Production Company of the Year. These recognitions underline the leadership and innovation capacity of the main figures and organizations in the sector, strengthening the position of Latin America in the global advertising industry.

At the ceremony, the 2024 split of the Grand Slam 2024 ranking was also revealed, a list obtained from a score derived from the performance obtained in Cannes (global, which multiplies by 3), FIAP (regional, which multiplies by 2) and the various local awards mentioned above (which do so -multiply- by 1).

Hall of Fame

The FIAP 2024 Hall of Fame paid tribute to siblings Andy and Bárbara Muschietti, who have stood out in the horror film industry worldwide. This recognition, promoted by the International Advertising Association (IAA), celebrated the Muschiettis’ contribution to cinema and audiovisual narrative, which began with their acclaimed film Mama (2013) and was consolidated with the adaptation of Stephen King’s It (2017). Their ability to captivate audiences and redefine horror cinema has left an indelible mark on the creative industry, positioning them as influential figures in Ibero-American and global audiovisual production.

With this gala, FIAP 2024 not only celebrated its 55 years of history, but also reinforced its commitment to creativity and excellence in advertising. This festival continues to be a benchmark for innovation in the region, putting at the center those who, with their talent, set the course of the industry towards the future.

To see the complete list of Winners, go to www.fiapawards.com/ganadores/.

About FIAP

The Ibero-American Festival of Creativity, FIAP, in its 55th edition, continued to recognize creativity in all advertising formats in Ibero-America. In partnership with PRODU, the leading information provider for the Spanish-speaking entertainment, advertising and technology industry, a new concept was presented: recognizing excellence in ideas that transform, inspire, elevate and excite audiences in the region and beyond.

About PRODU

In 2024, PRODU celebrates 35 years as the leading content provider for television, advertising and technology professionals in Latin America, Spain and the US Hispanic market. PRODU generates regular trade publications, now all digital in line with caring for the planet, and an online directory: Who’s Who Online, in addition to the most prestigious and consulted website and newsletters on the television, advertising and technology industries. Additionally, PRODU offers three free newsletters that reach more than 30,000 decision makers and professionals / executives every day.

With reference information and images provided by FIAP and PRODU / Photographer: Carlos Ratti

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