On 19/7, the final took place at MetLife Stadium in New Jersey, United States, featuring a championship match between Argentina and Spain. For the first time in World Cup history, FIFA organized a musical program during the halftime break, bringing together top vocalists: Madonna, Shakira, Justin Bieber, and BTS. The concert, lasting only 11 minutes, became a cultural landmark, marking the intersection of music and football, according to BeIn Sports.

Shakira and BTS backstage at the World Cup final halftime show. *Photo: Instagram Shakira*

Beyond the performances, the remuneration for artists at the planet's largest sporting event has attracted audience attention. According to Marca, FIFA does not pay artists in money but offers an opportunity for global exposure, increasing album sales, online music streams, and other revenue streams. This model is similar to the halftime show of the Super Bowl, where organizers only cover production costs and logistics. On 20/7, Rolling Stone reported that streams of "Everything Hallelujah" - the song Justin Bieber performed at the World Cup - increased by 240% on Spotify after the final.

Despite not receiving a fee, The Sun suggests artists could earn millions of USD from their World Cup appearance. Speaking to the news outlet, brand and culture expert Nick Ede stated that the tournament is one of the biggest promotional opportunities globally. While David Beckham reportedly earned 19 million GBP (over 25 million USD) from endorsement deals during this period, Shakira could net 15 million GBP (over 20 million USD) due to increased global music streams throughout the tournament. Concurrently, she reinforced her standing in the international music scene, with her image becoming synonymous with the World Cup.

According to Nick Ede, Justin Bieber could earn 12 million GBP (over 16 million USD), reaching new audiences beyond music lovers. Meanwhile, Madonna reportedly earned 4 million GBP (approximately 5,3 million USD). Ede believes the "queen of pop's" halftime show performance helps her maintain influence and reminds brands that Madonna remains a commercially appealing name. She recently released a new album, "Confessions II," which topped the Billboard 200 upon its debut. This demonstrates that at age 68, she continues to attract new fans.

Ronaldinho, Madonna, and Ronaldo (from left) perform at the World Cup 2026 final halftime show. *Photo: AFP*

Beyond entertainment, the halftime show aimed to raise 100 million USD for the FIFA Global Citizen Global Education Fund - an initiative providing children worldwide with greater access to education and football. In his performance confirmation announcement, Justin Bieber stated that the FIFA World Cup connects the world in a way no other event can. "I am very grateful to be a part of the halftime show, and even more honored to know that the program helps children across the world gain more educational opportunities," he said.

This year's tournament began vibrantly from its initial days with three grand opening ceremonies across the three co-hosting nations: Mexico (11/6), the United States, and Canada (both 12/6). Numerous prominent vocalists, including Katy Perry and Lisa (Blackpink), along with other stars, made the opening events spectacular. It remains unclear if these singers received remuneration.

Phuong Thao (according to Marca, Cosmopolitan, The Sun)