The financial winners and losers from the World Cup

However, the 90 seconds for players to get fluids on board has provided a new commercial opportunity for broadcasters and sponsors wanting to show off their brand, especially in the US, where American sports fans have been long used to games effectively being played around the ad breaks.

Betting companies - winnersThe 2026 World Cup is on track to be the biggest gambling event of all time, with an estimated $50bn placed in bets - around $500m wagered per match, according to financial services firm Macquarie, which has interests in the gambling industry.

Official figures show that hiring in US pubs, bars and restaurants ramped up ahead of the tournament in May, but the boom was short-lived.