The most viewed event on the planet is fast approaching.
In its last run, around 5 billion fans were engaged – so yes, that probably includes you! If you hadn’t already guessed, it’s The 2026 FIFA World Cup.
The World Cup is more than a sports tournament – it’s a month-long experience that captivates the attention of the world. However, how does it do this, and what can event professionals and business leaders alike learn from it?
What makes the World Cup such a momentous occasion, and what can event organisers learn from it?
From my personal experience, the scale and culture of the World Cup is what makes it so special. Countries and people from across the world gather in one place to watch their team compete for football’s most prestigious trophy. Football has this magical ability to break cultural barriers and unite people.
With every fan, there is a common goal: to watch great football and hope to see your nation win. The blend of cultures, with a common similarity in football, is what makes it so special.
Event teams can learn from this; when you bring a big, diverse room of people together, why are they there? They’ve come to meet people, connect and learn. One thing you know is there is a common goal; it could be the theme of a conference, the guest speaker or something entirely different.
Furthermore, every team and every person at the World Cup has a story, a dream to become victors. They’ve had to fight their way through competition and qualifiers just to reach the biggest stage and earn the chance to perform. Every team, fan and player has an emotional connection to the competition that brings it beyond simply watching from your TV. There are shared celebrations and heartbreaks, rituals and traditions, moments that are created and remembered for decades to come. The lasting impact of a moment, a controversial decision, a wonder goal, a heartbreak and last grasp victory are often what gets left in people’s minds.
For me, when I think of World Cup moments, I think of James Rodrigues’ wonder volley for Colombia, or Neymar’s almost career ending tackle. For you, maybe it’s Maradona’s hand of god, or Geoff Hurst’s hat-trick in the final of the 1966 World Cup. These are legends, stories and memories that are made and shared by millions, if not billions of people.
What lessons can football more broadly impart on businesses and leaders?
Whilst The World Cup demonstrates the power of large-scale engagement, football itself also offers important lessons in leadership, mindset, and high performance.
Resilience in the Workplace
Resilience and mental toughness are some of the most useful lessons that football can teach businesses and leaders alike. The ability to work hard towards a goal, set your sights on something and believe you have the ability to achieve it is vital. Karen Carney expertly explains this.
In her speeches she shares how she had to balance achieving her dream as a footballer with working a full time job. Her mental toughness and belief in herself played a crucial role that led to her success. I’d highly recommend hearing her speak if you get the chance! My personal favourite story of Karen’s is from her time at Arsenal (COYG!). She shared that there was a rule that you had to say hello to anyone you walked past, whoever they were, whatever their role. This team culture had a huge impact on her career, as it boosted her confidence and self-belief.
For businesses navigating change and adversity, Karen’s story is a masterclass in resilience in the workplace.
Team Culture in Business
If you haven’t watched ‘Dear England’, I would recommend it highly; it’s a play about the pressures of elite sport, and explores how Southgate helped to change notions of masculinity on the England team. Hearing him speak on leadership and team culture from such a unique perspective, having had such a massive impact on the England players and fans, should be top of your list.
Sports Psychology for Business
Beyond simply the culture of the England team, Southgate wanted to prioritise the mental health of the players and understand their mindset. The significance of looking after your mental health and having a positive mindset cannot be overstated. In both football and business your attitude and health are essential to your performance. Jamil Qureshi, who has worked with footballers such as Mason Mount, is a performance psychologist who teaches both sports professionals and business how to change your mindset, to improve your performance (I’m told Jamil takes no claim in Mount’s unfortunate injury crisis!).
Sports psychology for business is a growing field, and Jamil is one of its most compelling voices. For athletes and business leaders, being able to change your mindset to think positively is a key part of success. But don’t just take that from me, hear Jamil speak and learn it for yourself.
High Performance Culture
Arguably the most clear parallel between football and business is the importance of high performance. In business, high performance helps achieve better results and stay competitive. Football is the same. The first thing you’re told as a football player, and in sports generally, is that to win, you need to perform to the best of your ability. Rio Ferdinand in particular speaks about this in his keynote and his podcast “Rio Ferdinand Presents” (it’s a great listen). Rio stresses how discipline, mindset, teamwork, consistency, and handling pressure at the highest level is key to success.
I also strongly believe it’s vital to hear and learn about high performance and insights in football through the eyes of those who discuss it in the media; pundits. The level of in-depth thought that goes into every sentence you hear on TV will astound you. Having an objective and outside perspective of football allows you to truly understand its nuance and gives an unique perspective on the sport as a whole. I’ve had the privilege of seeing Gabby Logan speak, both as a moderator and as the interviewee. Her knowledge on football and keen eye for analysis, along with years of experience truly highlights why she is such a respected figure in sports broadcasting. If you’re looking for a safe pair of hands or an expert in their field, Gabby is perfect for your event.
To explore booking any of the speakers featured in this article, contact the JLA team to discuss your event requirement.