The 2026 FIFA World Cup is expected to deliver a major economic boost across North America, and the audience spending the most might surprise you. Analysts say women are becoming one of the fastest-growing audiences in global football.

As the World Cup approaches, brands have the potential to score a major economic win. CGTN’s Regina Ham has more.

For more, check out our exclusive content on CGTN Now and subscribe to our weekly newsletter, The China Report.