Investment firms are identifying major profit opportunities across multiple industries as the 2026 FIFA World Cup approaches, with analysts predicting the massive soccer tournament will drive billions in economic activity.
The upcoming championship, running from June 11 to July 19, represents the largest soccer competition in history and could stimulate consumer spending during a period when overall economic demand remains uncertain.
This marks the first World Cup hosted by three countries simultaneously — the United States, Canada and Mexico — and FIFA’s economic impact study, developed alongside the World Trade Organization, projects the event will add roughly $41 billion to worldwide GDP.
Investment research firm B. Riley projects approximately 13.1 million people will attend the World Cup, including both ticket holders and other visitors, resulting in 21.3 million hotel reservations through digital booking platforms.
Financial experts identify major U.S. hotel chains Marriott, Hilton and Hyatt, plus online booking services Airbnb, Booking Holdings and Expedia, as companies positioned to gain from increased travel demand.
Marriott anticipates World Cup-related business momentum will extend into the third quarter, while Airbnb predicts property owners in the New York-New Jersey region, Boston and Los Angeles will see the highest earnings during the competition.
Goldman Sachs views the World Cup as potentially beneficial for domestic airlines, noting that “June is typically a seasonally lower inbound leisure and corporate travel period, with a meaningful amount of peak July/August outbound travel season occurring after the WC is over.”
However, rising jet fuel costs linked to conflict with Iran have pushed airlines to increase ticket prices, causing cost-conscious travelers to postpone or abandon summer vacation plans.
Jefferies research estimates over 1 billion beer servings will be consumed worldwide during the tournament, providing a 0.3% volume increase for the brewing industry, with improvements anticipated in markets including the U.S., Mexico, Brazil and China.
“After five successive years of volatility, beer should be better in 2026,” Jefferies analysts stated.
The tournament’s scheduling and location work favorably for beer consumption, with approximately 75% of games taking place in the U.S. and 84% of participating team matches occurring in time zones where beer drinking is culturally common.
Multiple investment firms including Bernstein, Goldman and Jefferies expect Anheuser-Busch InBev, which produces Corona beer and serves as the official tournament beer sponsor, to see the greatest gains. Heineken, the globe’s second-largest brewing company, should also benefit through its presence in Latin America and Europe.
Goldman Sachs anticipates increased fan merchandise purchases will boost revenue at Dick’s Sporting Goods and Academy Sports.
Athletic apparel companies including Adidas, Puma and Nike stand to gain through enhanced brand recognition and marketing opportunities during the World Cup, analysts noted.
Goldman highlighted that Adidas, serving as the official match ball sponsor with team uniform agreements across several squads, is well-positioned to capitalize on global tournament exposure.
Citi identified conventional grocery chains like Albertsons and Kroger, along with major retailers Walmart and Target, as likely beneficiaries of increased household spending throughout the World Cup period.
Restaurant sales are also expected to climb, supported by tourism and group viewing events, potentially benefiting McDonald’s, Domino’s Pizza, Wingstop and Chipotle, alongside food distribution companies Performance Food Group, US Foods and Sysco.
“We expect the 2026 men’s World Cup to generate the highest US advertising revenue in the event’s history,” Deutsche Bank analysts predicted.
Morgan Stanley estimates the tournament could produce approximately $300-$400 million in advertising income for Fox, which owns English-language broadcasting rights. Deutsche Bank identified Comcast-owned Telemundo, holding Spanish-language rights, as another beneficiary.
Digital companies like Alphabet’s YouTube and Meta Platforms’ Instagram may see gains from heightened user engagement, according to Citi.
Deutsche Bank expects online sports wagering companies Flutter Entertainment and DraftKings to outperform competitors, as World Cup betting activity will likely increase overall gambling volumes.
Macquarie projects global betting will surpass $50 billion — approximately $0.5 billion per game — for the tournament, compared to more than $35 billion during the 2022 competition.
