The World Cup has always been about far more than football.
From Mussolini’s Italy in 1934 to Qatar in 2022, the tournament has provided a global stage where politics, power, and image collide.

In the latest episode of The Sports Marketeer podcast, I’m joined by Jonathan Wilson - one of the most influential voices in football journalism and the author of The Power and the Glory: A New History of the World Cup.

With the 2026 World Cup set to take place in the USA, Canada and Mexico at a time of societal polarisation and strained global relations around issues such as immigration and the economy, many are predicting that we are heading for the most political World Cup yet.

Check out the episode to hear Jonathan's take on:

-The tournament’s legacy across continents. From the USA in 1994 to South Africa in 2010, Russia in 2018, and Qatar in 2022, every World Cup carries both cultural triumphs and political baggage.

-How Italia 1990 heralded a new era for football in Europe

-How the 1970 World Cup gave football it's first truly global audience

-What to expect from US President Donald Trump at next year's event

-Whether 2026 will be a success for the USA

-Lessons from history and how sponsors should approach the tournament