Global kickoff: An empirical assessment of the international business opportunities created by Morocco's joint hosting of the 2030 FIFA World Cup

Abstract

This study investigates the international business opportunities expected to emerge from Morocco's role as a joint host of the 2030 FIFA World Cup alongside Spain and Portugal. Mega sporting events have increasingly been recognized as platforms capable of reshaping the economic trajectory of host nations, particularly by attracting foreign direct investment, expanding tourism demand, and accelerating infrastructure modernization. Yet the extent to which these benefits materialize for emerging economies remains contested, and empirical evidence on stakeholder expectations in the North African context is limited. To address this gap, the study adopts a quantitative research design built around a structured survey of 57 respondents drawn from students, young professionals, and individuals engaged with international business and sport. The findings reveal a strongly optimistic outlook: respondents anticipate meaningful gains in foreign direct investment, infrastructure development, tourism expansion, and Morocco's global reputation, while also assigning high importance to environmental sustainability and inclusive growth for small and medium enterprises. At the same time, respondents' emphasis on governance, cost management, and long term planning signals an awareness that these benefits are not automatic. By grounding perceptual data in the broader mega event literature, the study offers an evidence based contribution to debates on how developing economies can convert global sporting spectacles into durable competitive advantage, and it provides practical guidance for policymakers and investors preparing for 2030.