Jakarta, en.SERU.co.id – Spain may have taken home the FIFA World Cup trophy, but the biggest commercial winner of the tournament never set foot on the pitch. David Beckham walked away with an estimated £19 million from a relentless run of advertising campaigns, according to brand analysts cited by The Sun.
The former England captain appeared in ads for Adidas, McDonald’s, Lay’s, Bank of America, Home Depot, Stella Artois, Pepsi and several other major brands. In some matches, viewers could hardly get through a commercial break without seeing him. Marketing expert Nick Ede told The Sun:
“Brands are willing to spend tens of millions securing celebrities who can instantly grab attention during the commercial breaks because they know they’re reaching an audience of billions.”
Similar estimates were later reported by HITC, Marca, GiveMeSport and Sunday Guardian Live, citing the same brand analysis. At 51, Beckham still carries a rare mix of football credibility and global recognition that brands clearly value.
The Celebrity Earnings List
Here’s how the biggest names ranked, based on the figures circulating in British and international media:
- David Beckham — £19 million
A full slate of high-profile brand campaigns throughout the tournament. - Shakira — £15 million
Opening ceremony and final halftime performances, plus the official song “Dai Dai” and a sharp rise in global streams. - Justin Bieber — £12 million
Halftime show appearance and related commercial partnerships. - Timothée Chalamet — £12 million
Fashion and Adidas campaigns tied to the World Cup. - Lisa (BLACKPINK) — £9 million
Endorsement deals, including Nike, and promotional work. - Kim Kardashian — £8 million
Brand promotion and business visibility during the tournament. - Madonna — £4 million
Halftime show and associated activity. - Brooklyn Beckham — £1 million
A single DoorDash commercial. - Susan Boyle — £500,000
An unexpected comic campaign for the Scottish soft drink Irn-Bru.
No Paycheque for the Halftime Stars
Interestingly, the artists who performed at the opening ceremonies and the historic first-ever World Cup final halftime show received no appearance fees from FIFA. E! News and The Athletic confirmed that Shakira, Justin Bieber, Madonna, BTS, Burna Boy and curator Chris Martin took part unpaid, to support the FIFA Global Citizen Education Fund. The charity aims to raise $100 million for education and football access for children worldwide.
A Global Citizen source told The Athletic the arrangement mirrored the Super Bowl model: artists gain enormous global exposure while FIFA covers production costs. As E! News put it, the performers were “content to be a part of history… and support a charitable cause.”
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These figures are independent estimates from brand analysts rather than official contract details. They can vary slightly between outlets, but the ranking has remained consistent across major reports.
Player salaries followed a more familiar hierarchy. Forbes data, cited by AS USA and others, placed Cristiano Ronaldo at roughly $280–300 million for the year and Lionel Messi at $135–140 million. Yet much of the post-tournament conversation shifted from player salaries to the remarkable commercial earnings of celebrities who never stepped onto the pitch.
The 2026 World Cup once again showed that the world’s biggest sporting event is also one of its most powerful marketing platforms. For those with the right global brand, the rewards can be extraordinary.
