Which stocks are set to benefit the most from the FIFA 2026 World Cup?
Large sporting events like the FIFA World Cup often generate a wave of consumer spending across sectors, as millions of fans attend matches or watch the tournament worldwide.
The 2026 tournament will be the largest in World Cup history, featuring 48 teams and 104 matches played across 16 cities in the United States, Canada and Mexico. The scale of the event is expected to generate a surge in travel, consumer spending and sports-related merchandise demand throughout the tournament period.
In the travel sector, Bernstein sees hotel operators Marriott International Inc (NASDAQ:MAR) and Hyatt Hotels Corporation (NYSE:H) among the biggest beneficiaries. Marriott in particular has a large presence in host cities and near stadiums, while Hyatt also has significant exposure to these locations. Online lodging platform Airbnb Inc (NASDAQ:ABNB) is expected to benefit from spillover demand as hotel capacity becomes constrained during peak travel periods.
Sportswear companies Nike and Adidas are also expected to see strong gains from the event. The two brands together account for roughly 80% of the global football category and sponsor many of the most popular teams and players participating in the tournament. Bernstein estimates the World Cup could boost global sales for both brands by around 3% to 4% during 2026 through increased demand for jerseys, footwear and fan merchandise.
In beverages, Anheuser Busch Inbev NV ADR (NYSE:BUD) is viewed as the biggest winner because of its status as a global tournament partner, giving it exclusive beer rights in stadiums. Other companies that could benefit from higher on-premise consumption include Constellation Brands, Diageo and Molson Coors.
Restaurant chains with strong exposure to host cities may also see increased traffic during the tournament. Bernstein highlighted Cava, Wingstop and Starbucks as companies likely to capture higher customer visits tied to fan gatherings and tourism.
In entertainment and betting, TKO Group Holdings Inc (NYSE:TKO) could benefit through its On Location business, which provides official FIFA VIP hospitality packages, while DraftKings may gain from increased sports betting activity linked to the tournament’s matches.
Overall, analysts said the World Cup’s economic impact will extend beyond match days, with spending on travel, merchandise, food and entertainment expected to rise before, during and even after the tournament.
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