The business behind the beautiful game: what the FIFA World Cup can teach us about sport

From fan culture and sponsorship to global strategy and innovation, major sporting events are powered by much more than what happens on the pitch. Head of Staffordshire Business School, Carol Southall, explores why the business of sport has never been more exciting - and why there's growing demand for graduates who understand it.

As football fans across the globe will no doubt confirm, the sport has an unrivalled ability to unite people.

The 2026 FIFA World Cup - the first tournament to feature 48 teams and three host nations across Canada, the USA and Mexico - is a celebration of football on an unprecedented scale. While millions are focused on the action on the pitch, the tournament also highlights the remarkable power of sport to connect people across cultures and borders.

Research has long suggested that major sporting events can strengthen national identity, encourage cultural understanding and create shared experiences between communities. For travellers, football is often a universal language. You may only know a handful of words in another country's language, but mention a well-known football club and suddenly you're sharing stories, debating players and forming connections.

That's one of football's greatest strengths.

One of the standout stories of this year's tournament has been the impact of Scotland's travelling supporters.

The famous "Tartan Army" has been praised for bringing colour, humour and goodwill to Boston, where fans have filled city squares, boosted local businesses and even donated thousands of dollars to community organisations as a gesture of thanks.

Their now-famous traffic cone pranks - placing cones on the heads of public statues, inspired by Glasgow's iconic Duke of Wellington statue - have become more than light-hearted entertainment. They demonstrate how sporting events can create memorable cultural moments that leave a lasting impression on host cities.

It's a reminder that the influence of sport stretches far beyond the final whistle.

While fans experience the excitement, atmosphere and emotion, an enormous business operation is working behind the scenes.

Every major sporting event relies on professionals who understand marketing, sponsorship, finance, leadership, event management, media, logistics and fan engagement.

The business of sport is about far more than competition. It is a global industry where success depends on strategic planning, innovation and understanding what motivates supporters, partners and communities.

From securing sponsorship deals and managing international brands to analysing fan behaviour and developing digital experiences, today's sport organisations must constantly evolve to remain competitive.

Technology is changing how fans consume sport. Commercial partnerships are becoming increasingly global. Sustainability is now a priority for clubs, governing bodies and event organisers alike.

The organisations that thrive will be those that can embrace change while preserving the passion that makes sport so special.

This creates exciting opportunities for graduates who can combine business knowledge with a genuine understanding of the sporting industry.

Whether working in marketing, event management, sponsorship, consultancy, analytics or commercial strategy, business professionals are helping shape the future of sport around the world.

At University of Staffordshire, students don't just learn business theory - they explore how it applies to one of the world's fastest-moving industries.

By studying business, marketing, management and related disciplines, students develop the strategic thinking, commercial awareness and problem-solving skills that organisations across the sport sector are looking for.

From understanding consumer behaviour and building global brands to managing major events and leading innovation, graduates are equipped to succeed in an industry where business and sport go hand in hand.

As the World Cup continues to capture imaginations around the world, it's worth remembering that behind every unforgettable moment is an equally fascinating business story.