Packed stadiums, roaring crowds, adrenaline pumping… and with Swissquote’s Football Fever theme, now it means even more. Whether you’re a die-hard supporter or a couch coach, there’s a piece of the US$36bn football market with your name on it. The annual sporting calendar is loaded with football related events: the National Leagues, FIFA World Cup, European Cup, UEFA Nations League dominate screens and stadiums across the globe. Related businesses are booming as host nations benefit from multiplier activity and invest in upgrading infrastructure and hospitality-related industries to deal with the influx of football fans. Russia famously scored more than US$5.4bn in revenue after hosting the month-long FIFA World Cup in 2018. Betting, broadcasting, sponsorships, the player marketplace and other events-related earnings are other examples of where revenue is the most valuable player. World Cups, European Championships and National Leagues are a part of our global culture, and they’re here to stay.