Weekly Editorial
The World Cup Built Better Teams and You Can Do the Same for Your Customers
Written By Rob Kirkbride, Editor-in-Chief, OI Publications • July 20, 2026

The 2026 FIFA World Cup finished yesterday and it’s already the most sprawling tournament the sport has ever staged: 48 nations, 104 matches, 16 host cities split across the United States, Mexico and Canada. Attendance blew past 3.6 million spectators by late June, a new record. Debutants like Cabo Verde, Curaçao, Jordan and Uzbekistan have shared pitches with Argentina, France and Spain. It is, by design, the most diverse World Cup in history and was expanded specifically to pull in more confederations, more football cultures and more styles of play.
That expansion is worth a second look from anyone who spends their working life thinking about offices, because the tournament is a real-world demonstration of something workplace strategists have argued for years with far less compelling proof. Diverse teams built from genuinely different backgrounds outperform homogeneous ones when the structure around them lets that difference actually function.
Look at the format itself. FIFA added six confederations’ worth of tactical philosophies, playing rhythms and physical styles into the bracket. Critics worried the 48-team expansion would create dilution. Instead, it has created friction that produces better soccer. Counterattacking sides from smaller confederations disrupted the patient possession game of traditional powers, size and structure clashing usefully with speed and improvisation. The teams that have gone deep are organized around that friction. They don’t try to suppress it.
That’s the exact problem the commercial interiors industry has been trying to solve since open-plan offices proved that just putting different people in the same room doesn’t automatically produce collaboration. A soccer field — called a pitch, like a floor plate, is a space. What determines whether diversity of thought turns into performance is the system built around the space. The positions, the rules, the shared reference points let different backgrounds cohere into one unit, whether at work or on the field.
For furniture and workplace design, that’s a design brief rather than an abstract lesson. A floor that assumes one working style — one culture’s default distance for a conversation, one generation’s comfort level with hoteling, one department’s rhythm of focus versus collaboration — is the office equivalent of the old 32-team bracket. It is fine when the pool of inputs is narrow, but brittle the moment it isn’t. The products and layouts gaining traction with corporate real estate teams right now, like modular settings that can be reconfigured for a dozen different work styles and acoustic strategies that support both heads-down work and loud cross-team huddles, are essentially playing the same role that a good tactical system plays for a national team stitched together from six confederations. They give structural room for differences to become an asset rather than a liability.
There’s a harder-nosed argument here too, and it’s the one worth making to clients skeptical of “diversity” as a design rationale. The World Cup’s expansion wasn’t charity. It was a bet, backed by FIFA’s own commercial numbers, that a bigger, more varied field would be a better product with more storylines, more upset potential and more reasons for more people to watch. The office furniture industry’s version of that bet is the same one. To create workplaces engineered for a genuinely mixed workforce with different ages, different work styles and different cultural defaults for space and hierarchy. It is a performance strategy, the same way FIFA’s format change was a performance strategy.
The tournament wrapped up yesterday, but the format itself has already made its case. Now it’s time for you to make your case to create diverse, flexible and compelling offices for your customers.
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