2026 World Cup: sacrificing sport on the altar of entertainment.

How captivating and thrilling sport can be! An entire planet found itself spellbound by the exploits of this 2026 World Cup, almost overshadowing the resurgence of the conflict between the USA, Israel, and Iran — which, mind you, sent oil prices soaring.

Football, that massive weapon of mass entertainment, galvanizes crowds and unites them in a collective intoxication: the spectacle.

The planet's reigning sport owes its supremacy less to its practice than to its tournaments. The global frenzy sparked by the World Cup hosted in the United States, Canada, and Mexico is striking proof of this.

This enthusiasm, fueled also by continental competitions — the Euros, the Africa Cup of Nations, the Copa America — and by European leagues, confirms a truth: people love football. But this love is tempered by a certain disillusionment with local championships, particularly in Africa. It truly ignites when the best face the best. This is precisely why tournaments between nations and elite clubs are so highly prized. The recent Africa Cup of Nations, which shattered all viewership records, is a perfect illustration — with most African players playing their trade in European leagues.

The excitement stems from the spectacle. And the spectacle is not about the sport itself, but about its performers: the players. To entertain people, you need entertainers.

So for an event as global as the World Cup, it was imperative that the final showcase the athlete most capable of unleashing passions. The relentless logic of our times has spoken: "the end justifies the means."

"Let's not be naive," they keep telling us, "it's business." Billions in advertising and sponsorship revenue are at stake. What would a Côte d'Ivoire, Senegal, or Egypt final have brought in, when visa restrictions deprived these nations of a large portion of their supporters?

For European teams like France, Norway, or Spain, on the other hand, the rule was clear: may the best win, by talent alone.

But England did not have that privilege. Facing Messi's Argentina in the semifinals, they fell victim to the referees' rulings. Tuchel, the English manager, certainly disappointed, but the shock was universal: how could Great Britain, winner of its only World Cup in 1966, be thus sacrificed on the altar of the Argentine star? No pity in business, as Koffi Gombo would say.

Messi, his talent, his legend… How can an organization as powerful as FIFA risk its credibility by favoring him so blatantly?

Conspiracy theories flourished, pointing out through countless details the dubious refereeing decisions, the scripts written in advance. But beyond these suspicions, one question remains: what is the marketing and financial weight of a Messi in the global football economy? Cristiano Ronaldo, according to the numbers, surpasses him in brand value. Yet the facts on the pitch tell a very different story.

Never mind LeBron James's statistics, even if he wins six championship rings: Michael Jordan will forever remain the GOAT. Likewise, FIFA embraced Messi as it embraced Pelé, more than Maradona.

An extraordinary talent, skillfully orchestrated by a well-oiled marketing machine, leaves an indelible mark on the hearts of the people.

Talent — the intrinsic quality of the product — creates moments of pure emotion, victories, memories, sensations. And marketing, tirelessly, etches them into the collective memory.

For entertainment is the ultimate weapon. The less gifted already draw attention; the greatest, the geniuses, captivate and rise to the rank of immortal icons. Money follows, inexorable, without even being asked.

SpaceX is a perfect example: its stock market debut was meteoric and historic, carried by an aggressive marketing campaign around the conquest of Mars. The masses are captivated, and value is created, almost magically, ex nihilo.

Imagine, then, what the stock market valuation of a Messi or a Ronaldo would have been, if they were listed on the stock exchange… Their very name would be worth billions, without them even having to kick a ball.

Today, your product no longer even needs to be consumed or purchased to generate value. The more entertaining it is, the more valuable it becomes. All it needs to do is fascinate and obsess. The more it captivates, the more it's worth.

The digital age has spoken: value is no longer measured by utility, but by emotion. Welcome to a world where illusion pays better than reality.

Marius C. Oula