The Shifting Sands of Football Management

A decade ago, managing at club level as opposed to the international stage seemed the more desirable role. Greater coverage, more matches and more clubs to choose from, it was the pinnacle of the game. Yet there has been a recent trend of elite managers switching to make their national team management debuts, and it's not just a coincidence.

The unique allure and financial prospects of the 2026 World Cup are making international managerial roles more sought after than ever for high-profile coaches. There are further factors behind this shift in the coaching landscape, and with the global tournament now under 12 months away, it is the perfect time to break down the new developments.

The 2026 World Cup starts in exactly 365 days. 🇺🇸🇨🇦🇲🇽 pic.twitter.com/8CTEOG00xM

— USMNT Only (@usmntonly) June 11, 2025

A Financial FIFA Bonanza

Expanding the World Cup from 32 to 48 teams means not only money, but an additional 16 spotlights on international managers. The tournament will be the first hosted by a trio of nations, split across 16 venues, where 104 matches of football will be played. Pitch Marketing Group has predicted that WC26 will be the most lucrative sports event ever staged, with revenues set to top £7.4 billion.

What's more, the prize pot will be just over £658 million, more than double the £323 million+ handed out in Qatar a few years ago. With millions up for grabs, national federations that qualify will be subject to great financial benefit. This drives up the efforts many countries will make to qualify and succeed in the tournament. It also boosts the chances that nations will offer head coaches a deluxe deal contract-wise, a factor which will always attract big names.

Beyond the Paycheck

It is not just about the money though; managing at a World Cup is a unique opportunity that only comes around every four years. Coaching a team to record-breaking glory provides the opportunity to become a national hero, bringing pride to an entire nation.

A reduced day-to-day pressure also comes with the package. Managers who had previously experienced constant media scrutiny can now spend more time watching the game, scouting potential prospects. With fewer games to manage and no transfer business to deal with, the international job is a relaxing option, especially with the club football schedule becoming busier and busier.

Examples of the Migration to the International Game

Thomas Tuchel is the most relevant example from an English perspective. The Three Lions job is his first outside of club football, taking the reins of Borussia Dortmund, PSG, Chelsea, and Bayern Munich before the switch. Spending almost a decade coaching in the Champions League, Tuchel became just the third non-Englishman to head the national team. His contract reportedly involves a large financial bonus if he is to win the World Cup, and expires after the 2026 tournament, unless the FA decide to renew.

🚨 OFFICIAL: Thomas Tuchel has started his role as England manager and is now officially 18 months away from winning the World Cup. 🏴󠁧󠁢󠁥󠁮󠁧󠁿

(Source: @England ) pic.twitter.com/KgJwKkT4Cs

— Transfer News Live (@DeadlineDayLive) January 1, 2025

As the leading host nation, next summer is crucially important for the USMNT. After Copa America embarrassment in 2024, a change had to be made, so the statement decision to recruit Mauricio Pochettino was completed. The Argentinian could take on the role knowing a spot at the World Cup was confirmed, giving him around 21 months to establish a sense of identity amongst the Stars and Stripes.

Mauricio Pochettino believes USA can win the World Cup 🏆🇺🇸 pic.twitter.com/2Md9893FYE

— OneFootball (@OneFootball) March 19, 2025

Carlo Ancelotti is the most recent example of a coaching superstar who will be heading to the World Cup for the first time. Brazil have been unable to find a comfortable replacement for Tite, who left after the last World Cup, but made a bold choice to approach Ancelotti, and make him their first non-Brazilian manager since 1965. Don Carlo’s contract takes him up until the end of the worldwide tournament, indicating the purpose of his appointment. Like Tuchel, this is also Pochettino and Ancelotti’s first roles in international management.

From Everton to the Brazil national team... Richarlison is reunited with Ancelotti! 🇧🇷💙 pic.twitter.com/sSVBkAb7V2

— EuroFoot (@eurofootcom) June 4, 2025

The list does not end there. Six weeks ago, Qatar announced Julen Lopetegui as their new head coach. The Spaniard’s first international job in seven years, since that scandal in Russia. Qatar are desperate to reach their second-ever World Cup, and remain in the qualifying process.

🚨🇶🇦 Julen Lopetegui signs in as new Qatar head coach until June 2027, deal in place.

New chapter for former West Ham and Wolves coach with deal due to be announced this week. pic.twitter.com/YB7Qa9e4Lm

— Fabrizio Romano (@FabrizioRomano) April 30, 2025

Jesse Marsch took on his debut international role a year ago with Canada, another job that guarantees World Cup football. 2026 will be Canada’s third-ever World Cup, and the tournament presents a huge opportunity for the nation to gain attention and economic growth. So far, Marsch’s Canadians have looked stronger than their Southern neighbours, making his appointment look all the smarter.

Jesse Marsch has been in charge of Canada for a total of 6 matches.

He's got them in the Copa América semifinals 🧠 pic.twitter.com/iLIrVC7Z9g

— B/R Football (@brfootball) July 6, 2024

Rudi Garcia is the sixth and final name on this list to take on an international role ahead of the World Cup. Another who is new to the national team game, Garcia is contracted as Belgium’s coach until next summer, which is no coincidence. After years of underachieving, this will probably be the last World Cup we see Lukaku, Courtois, and De Bruyne at. The Frenchman has been presented with a big challenge that not many have succeeded with prior.

This list might continue to grow still, Italy have recently parted ways with head coach Luciano Spalletti, but who are they in talks with? Find out here.

A New Era of International Football

With so many new coaches, there are drawbacks that come with appointments so close to the tournament. Twelve months sounds like a long time, but with international breaks few and far between, coaches will have limited time with their players. There is also less of a chance to have direct coaching experiences with players, and the pressure of a nation behind the individual to pick a squad that satisfies.

The football management landscape is evolving in front of us, but will this trend continue after next summer? Leading a nation to glory on the world’s biggest stage has a unique appeal, so the decisions of Tuchel, Ancelotti, and Pochettino are more than understandable. Money’s grip on the beautiful game is growing stronger, and this is another piece of evidence that football is becoming more financially driven.