It's only been a week since the Olympic torch said goodbye to Paris and already there is new news in the world of global sport. This time it is Bank of America, which has just signed a sponsorship agreement with FIFA for the next 2026 World Cup to be held in the United States, Mexico and Canada.

The agreement, the amount of which has not been disclosed, makes Bank of America the first global bank to partner with FIFA, joining consumer brands such as Coca Cola, Adidas and Hyundai. The U.S. bank plans to have a physical presence inside and outside stadiums to attract new customers.

The 2026 World Cup, which will last for 39 dayswill host the most teams in the tournament's history, with 48 teams and 16 host cities. "Football connects the world like no other sport. The 2026 FIFA World Cup is a great opportunity to celebrate the pursuit of excellence and how we deliver for our customers, teammates and the communities we serve in the U.S. and around the world," said Brian Moynihan, CEO of the bank, on the agreement.

Bank of America is also a sponsor of marathons, such as the Chicago and Boston marathons. The latter since 2023.

Global sporting events are generating growing interest for companies of all kinds. Airbnb, for example, signed a deal in 2019 to sponsor the summer and winter Olympic Games, from Tokyo 2020 to Los Angeles 2028, for an estimated US$500 million. Paris was a success for the app, with 430,000 guests staying in Airbnb units in and around the French capital.

The pharmaceutical laboratory Eli Lilly, meanwhile, sponsored Team USA, the U.S. Olympic team that participated in Paris 2024.