According to The Sun, while Spain lifted the FIFA World Cup trophy, the real winner was David Beckham, who appeared in almost every ad slot and earned £19 million from his appearances.
The 51-year-old former England captain endorsed brands such as Bank of America and Lay's crisps in extra ad slots during the tournament.
The co-owner of Inter Miami CF, whose combined net worth with wife Victoria is £1.185 billion, also filmed commercials for American home improvement giant Home Depot, McDonald's, Stella Artois beer, and sports brand Adidas.
Market analysts estimate that the Beckhams earned £19 million from endorsements during the FIFA World Cup.
Brand and culture expert Nick Ede said that the FIFA World Cup is not only one of the biggest sporting events in the world but also one of the biggest advertising opportunities.
Nick explained: "Brands are willing to spend tens of millions to sign celebrities who can immediately grab attention during ad breaks because they know they are reaching billions of viewers."
"For many celebrities, the advertising exposure from this year's FIFA World Cup is even more valuable than starring in a blockbuster movie or releasing a hit album, because it brings global exposure."
Nick also announced the estimated earnings of other celebrities during this FIFA World Cup.
Brooklyn Beckham
Estimated earnings: £1 million
According to Page Six, Brooklyn earned $1 million (approximately £753,000) from appearing in a DoorDash commercial during the FIFA World Cup.
He sat on a sofa, threw aside a stadium ticket, and said to the camera, "You're probably wondering why I'm watching the game at home... It's a long story." Then the screen displayed "It's complicated," which was an apparent public jab at his long-running feud with his estranged family, reportedly infuriating them.
Despite frequent criticism, global brands still apparently believe that his surname, social media influence, and international fame still have strong marketing value during an event watched by billions.
This ad, coupled with increased exposure, will only further boost his brand value.
Shakira
Estimated earnings: £15 million
Shakira is expected to earn a huge sum from the FIFA World Cup, with the event itself and her frequent appearances driving a surge in global music streaming.
The singer has an inherent connection to football, and her FIFA World Cup background reignites interest in her music and brand with every tournament.
Her performances at the opening and closing ceremonies solidified her status as one of the most recognizable stars globally.
At the closing ceremony, she performed "Dai Dai" with Burna Boy. This was her fourth performance at the FIFA World Cup, further cementing her association with the brand.
Justin Bieber
Estimated earnings: £12 million
The FIFA World Cup exposed Bieber to an audience far beyond music fans.
His association with the world's biggest sporting event also reinforced his status as an international superstar and allowed brands to reach younger consumers through one of pop music's biggest names.
His choice to perform a religious song at the end of the FIFA World Cup will cater to a significant devout segment of the American audience.
Timothée Chalamet
Estimated earnings: £12 million
Chalamet's collaboration with Adidas during the FIFA World Cup connected fashion, film, and football.
This collaboration increased his visibility among fans and gave Adidas a luxurious fashion appeal beyond the FIFA World Cup itself.
Moreover, his commercial value would be even higher if he appeared with his famous girlfriend, Kylie Jenner.
Susan Boyle
Estimated earnings: £500,000
Susan Boyle appeared in an exaggerated, self-deprecating FIFA World Cup commercial for the famous Scottish orange soda Irn-Bru, delivering pure comedic nostalgia.
The tagline "Made in Scotland from Girders" proved that personality can be as impactful as fame.
The FIFA World Cup gave her a huge international audience, and Irn-Bru gained high recognition through this ad full of humor and nostalgia.
Kim Kardashian
Estimated earnings: £8 million
Kim further blurred the lines between reality TV and mainstream sports, leveraging her multi-billion-pound brand into the most prominent ad slots of the FIFA World Cup, attracting billions of sports viewers who typically wouldn't pay attention to fashion.
This is a clever way to expand her influence and solidify her position as one of the most commercially valuable figures globally.
Lisa
Estimated earnings: £9 million
Lisa and her group Blackpink brought one of the world's most loyal music fanbases directly into the football event, including live performances, by signing high-value endorsement deals with global major sponsors targeting mainstream sports audiences.
The FIFA World Cup amplified Lisa's already strong global appeal and introduced her to mainstream sports audiences, further enhancing her value to international brands.
Madonna
Estimated earnings: £4 million
For Madonna, appearing on the FIFA World Cup halftime show stage was about maintaining her presence.
Her association with the world's biggest sporting event kept her firmly in mainstream cultural discussion and reminded brands that iconic names still have strong commercial appeal.
Her achievement of another number-one album globally at 67 also attracted a whole new fan base.
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