During the Q2 earnings call on 11/7, Delta Air Lines Chief Executive Officer Ed Bastian stated that the World Cup is an excellent marketing campaign for US tourism. "I cannot think of a better way to attract visitors to America. The tournament showcased a friendly and hospitable America to the world", Bastian said.
According to Delta's leadership, the World Cup's impact could extend until 2027 as more international visitors choose the US as their destination. While not altering its network strategy, the tournament is still expected to improve the airline's international passenger mix.
Joe Esposito, Delta's Chief Commercial Officer, also reported that the World Cup helped boost demand on numerous flights, though not significant enough to create a substantial difference in Q2 financial results.
"We observed this impact on every flight. When important matches took place, demand for tickets to host cities surged significantly over a short period", he added.
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An American Airlines aircraft painted with World Cup 2026 livery. Photo: AA. |
An American Airlines aircraft painted with World Cup 2026 livery. Photo: AA.
American Airlines also added over 27,000 seats across 12 routes to 16 World Cup host cities in the US. This is the largest increase among US airlines.
Since the start of the tournament, American Airlines operated an additional 158 flights or utilized larger aircraft to accommodate fans traveling between cities.
The largest US airline also launched additional direct routes between Atlanta and Kansas City for the quarter-finals. Additionally, it operated over 2,400 flights daily during peak days in June and July to World Cup host cities.
In addition to increasing flights, American Airlines hosted 16 surprise events at departure gates, decorated with World Cup themes, and distributed souvenirs. The airline organized activities for over 2,600 passengers on flights between the football event's host cities in the US, Canada, and Mexico.
The airline also painted an aircraft with World Cup livery and livestreamed matches on flights. American Airlines is currently an official airline partner of the FIFA World Cup 2026, alongside Qatar Airways.
Meanwhile, United Airlines reported that booking volume to World Cup host cities in North America increased by nearly 20% during the 11-27/6 period. The airline also believes the World Cup helps improve America's image among international travelers. This is considered a crucial factor amid a decline in visitors from Europe and Canada to the US in recent years due to trade tensions and geopolitical factors.
Tu Anh (according to Forbes)
