The 2026 FIFA World Cup, set to take place in the U.S., Mexico, and Canada, is anticipated to benefit several sectors, particularly those closely tied to tourism and media.
Deutsche Bank analysts highlighted that U.S. restaurant brands like Sweetgreen, Shake Shack, and The Cheesecake Factory, which are located near host cities, are well-positioned to capitalize on increased foot traffic and tourism.
They also noted that this World Cup could generate record advertising revenue in the U.S., with Fox and Comcast's Telemundo being the primary beneficiaries due to their broadcasting rights. Goldman Sachs echoed these sentiments, predicting a positive impact on U.S. and European consumer staples, retail, lodging, and airlines, driven by the influx of fans traveling for the games.
They specifically pointed to brewers such as AB InBev and Constellation Brands as likely winners, while indicating that the spirits market may not see similar gains. Despite the expected uptick in consumer spending, both banks cautioned that the World Cup's effect on U.S. GDP would be negligible compared to other macroeconomic factors like geopolitical tensions and monetary policy changes