Key facts
- The 2026 FIFA World Cup is expected to boost global GDP by approximately $41 billion.
- Analysts predict benefits for sectors including tourism, retail, athletic wear, hospitality, airlines, beer, food services, media, and betting.
- Hotel operators like Marriott, Hilton, and Hyatt, along with platforms like Airbnb and Booking Holdings, are expected to see increased bookings.
- Goldman Sachs views the World Cup as a net positive for U.S. airlines, despite potential fare hikes due to jet fuel prices.
- Anheuser-Busch InBev and Heineken are anticipated beneficiaries in the beer sector due to increased consumption.
- Retailers such as Dick's Sporting Goods, Walmart, and Target, alongside sportswear brands Adidas, Puma, and Nike, are expected to see sales and brand visibility boosts.
- Media companies like Fox and Comcast's Telemundo are projected to generate significant advertising revenue.
- Online sports-betting firms Flutter Entertainment and DraftKings are expected to benefit from increased wagering volumes.
The upcoming 2026 FIFA World Cup, scheduled from June 11 to July 19 across the United States, Canada, and Mexico, is anticipated to significantly boost host economies and global GDP. Analysts project the event will inject approximately $41 billion into the global economy, driven by a surge in consumer spending across various sectors. Brokerages are identifying specific companies and industries poised to benefit from the increased activity, ranging from hospitality and travel to retail, food services, and media advertising.
Hotel operators such as Marriott, Hilton, and Hyatt, alongside online travel platforms like Airbnb and Booking Holdings, are expected to see a substantial increase in bookings, with B. Riley estimating 13.1 million visitors and 21.3 million room nights. Goldman Sachs believes U.S. airlines will experience a net positive impact, though rising jet fuel prices may lead to higher fares. The beer industry is projected to see a 0.3% volume lift, with Anheuser-Busch InBev and Heineken identified as key beneficiaries.
In the retail and sportswear sectors, Dick's Sporting Goods, Academy Sports, Adidas, Puma, and Nike are expected to benefit from increased merchandise demand and brand visibility. Food retailers like Albertsons, Kroger, Walmart, and Target, as well as restaurant chains including McDonald's, Domino's Pizza, Wingstop, and Chipotle, are anticipated to see higher sales due to increased household spending and tourism. Media companies like Fox and Comcast's Telemundo are projected to achieve record U.S. advertising revenue, while internet platforms such as Alphabet's YouTube and Meta's Instagram could see a rise in user activity. Deutsche Bank and Macquarie forecast a significant increase in global sports betting, with Flutter Entertainment and DraftKings expected to outperform.