56% of Central American businesses expect World Cup 2026 to boost profits

Central American businesses are optimistic about the economic impact of the 2026 World Cup, with a significant majority anticipating financial gains. A survey by global consultancy KPMG revealed that 56% of companies in the region expect the tournament to boost their profits, primarily through increased sales and enhanced brand positioning.

Beyond revenue, businesses see the World Cup as a catalyst for digital transformation and service expansion. To leverage these opportunities, over half of the surveyed companies in Central America plan to invest in their competitiveness, with some allocating substantial resources. Many intend to strengthen their product offerings and launch diverse promotions to attract customers.

Commercial strategies will also focus on digital presence, with a notable percentage of companies aiming to increase their brand visibility on online platforms. Collaboration with private entities is deemed crucial for achieving these objectives. Internally, companies are preparing to engage employees by organizing contests, providing spaces to watch matches, and offering flexible work arrangements on game days.

While businesses are strategically positioning themselves for commercial success, expectations for the national team's performance are more subdued. A majority of respondents predict Panama's exit in the group stage. On a global scale, France is the favored team to reach the final, followed by Spain and Brazil, according to the survey.

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Just as in football, business success does not depend on a single factor, but on preparation, teamwork, and consistent strategy execution. The 2026 World Cup opens a unique window for companies in the region to innovate, connect with their audiences, and elevate their value proposition, demonstrating that true triumph is built before the game even starts.