Prof. Nahuel Ivan Faedo
is an Assistant Professor at the Faculty of Business and Communication at the University of Vic – Central University of Catalonia (UVic-UCC). His research focuses on women sports journalists, sports media, and the intersection of geopolitics and sport.
Spain won the 2026 World Cup by defeating Argentina in the final, extending Europe’s dominance in international football for four years. However, looking at the tournament solely through the lens of the winner overlooks another significant result. Even though CONMEBOL — the Confederación Sudamericana de Fútbol — did not win the trophy, it left the World Cup with an improved global reputation.
This might be surprising. Argentina reached another final but could not defend its title, Brazil did not perform well, and no South American team became the champion. Yet, sporting reputations are not built solely on trophies. They grow through consistency, media coverage, and the symbolic value of major tournaments. In institutional terms, reputation can be understood as a socially constructed asset that develops through repeated performances and external recognition rather than isolated results. The World Cup is more than just a competition to find the best team; it is also a platform where football regions reinforce their identities.
From this standpoint, CONMEBOL benefited from how the 2026 tournament was viewed beyond the final result. The confederation showed once again that, despite having fewer resources and facing structural challenges compared to Europe, it remains the only region capable of regularly competing with UEFA—Europe’s football confederation—at the highest levels. Argentina’s journey to a second consecutive World Cup final was vital to this perception. While Spain ultimately won, Argentina showed that its recent successes stemmed from more than just one exceptional generation or player. Messi’s last World Cup captured global attention, but the team’s performances also underscored its depth and consistency.
Argentina’s consecutive finals reinforced the idea that South American football continues to produce national teams that can compete with the world’s best. Repeated high-level performances contribute to reputational legitimacy by signalling that success is sustainable rather than exceptional. CONMEBOL’s reputation also grew beyond its traditional powers. Paraguay’s elimination of Germany in the Round of 32 was one of the tournament’s biggest surprises, while Colombia’s quarter-final appearance displayed the region’s talent. Brazil’s disappointing exit may have drawn criticism, but it also reflected the very high expectations placed on South American teams due to their history.
Comparing with other confederations helps explain CONMEBOL’s standing. UEFA again showcased its tremendous depth by producing the champions and several of the tournament’s strongest teams. The advantages of Europe are clear: its leagues attract elite players, clubs have more financial power, and their development systems keep producing talent. However, success should also be viewed in relation to opportunity. UEFA comprises over fifty associations and sends more teams to the World Cup, boosting its chances of advancing to the later rounds. CONMEBOL has only ten members, yet it consistently produces finalists and serious contenders. From a comparative perspective, this suggests a high level of institutional efficiency, as the confederation generates competitive outcomes despite operating with a much smaller resource base.
The 2026 World Cup also reflected a broader shift in international football. The traditional hierarchy is becoming more competitive. Morocco’s ongoing progress, Norway’s rise, and improvements among teams from Asia and CONCACAF (the North American football confederation) indicate that the gap between established powers and developing nations is closing. In this changing landscape, consistency is even more crucial. As more countries enhance their coaching, development systems, and tactical preparation, staying among the elite becomes increasingly challenging. Reputation, therefore, is not just about winning; it is about the ability to compete under pressure. This reflects the distinction between short-term sporting outcomes and long-term reputational capital, which accumulates through consistent visibility and credibility over time.
Reputation is especially significant during the World Cup since the tournament is both a sporting event and a global media spectacle. Fans often remember stories more than statistics: unexpected victories, thrilling performances, and captivating moments. These stories shape how football regions are viewed. In this sense, media narratives act as mechanisms through which collective perceptions and reputations are constructed and reinforced. A successful World Cup run can enhance a confederation’s image with fans, broadcasters, and sponsors, while repeated failures can tarnish it. The tournament is, therefore, a symbolic competition where regions vie not only for trophies but also for recognition.
For CONMEBOL, the 2026 World Cup created many of these narratives. As it was explained before, Argentina made it to another final, Paraguay defeated a European giant, and Colombia continued to establish itself as a growing force. Even Brazil’s setback contributed to a broader story: a region assessed by very high standards due to its historical successes. These perceptions have real effects. An international reputation affects broadcasting interest, sponsorship, and global visibility. While club football dominates much of the sport’s economy, the World Cup remains the most significant event in shaping views of football’s global dynamics.
Although Europe remains the dominant force in international football, supported by superior financial resources and competitive depth, the 2026 World Cup reinforced CONMEBOL’s position as its closest rival. While Spain’s victory defined the tournament, South America’s consistent performances and sustained competitiveness reaffirmed CONMEBOL as the only confederation capable of regularly challenging Europe’s dominance, strengthening its international reputation despite not winning the trophy.
