> There are many low-hanging fruit that can be optimized to increase that revenue by 10x.

The $15 billion figure is for FIFA's ENTIRE 2023-2026 revenue cycle, so not just this World Cup. But the obvious "low-hanging fruit" was making the tournamenta lot larger (104 matches instead of Qatar's 64), so a lot more tickets, hospitality sales, ads etc

Also two 3 minute hydration breaks per match, giving broadcasters additional advertising windows.

That's your "optimization".