The World Cup is about money. Sure, it’s about national pride and ridiculous dances and sometimes even soccer. But really it’s about money. Money and monied brands and money people who are trying to monetize things.

FIFA projects it will generate $9 billion from this World Cup year, while one study estimates the tournament overall for the three host countries will generate $41 billion in GDP, which is higher than the GDP of three countries still competing in the World Cup (don’t think too hard about that one).

Beyond the obvious haul of each country’s soccer federation ($22 million-$63 million depending on stage reached) and the players (a lot smaller than that, despite the artistry of the Pulisics and Messis and Mbappes of the world), who is benefitting from this financially? Not just with literal finances, but in reputation and other ways you can cash in.…