The 2026 FIFA World Cup will be the largest World Cup ever, with 48 teams playing 104 matches across 16 host cities in the United States, Canada, and Mexico from June 11 to July 19, 2026. The focus on the tournament will get a boost on December 5 when the draw is announced at 12:00 p.m. in Washington, D.C., setting all the group-stage matchups and each team’s path through the expanded knockout rounds.
It is very likely that the 2026 World Cup will be the most watched sporting event in history. FIFA and senior officials are publicly projecting that the 2026 World Cup will reach around 6 billion viewers, or “engagements” globally, implying a substantial increase over 2022. For investors, the World Cup will provide a meaningful summer boost in revenue, engagement, and brand exposure for companies in the spotlight.
Consumer products and services
Global sponsors and kit suppliers such as Nike (NKE), Adidas (OTCQX:ADDYY), and Puma (OTCPK:PMMAF) have cited World Cup-driven sales boosts in jersey, boot, and lifestyle apparel sales in the past two World Cups. Ticket resellers StubHub (STUB) and Vivid Seats (SEAT) are likely to see additional sales. The impact for major sponsors Airbnb (ABNB), Coca-Cola (KO), Visa (V), McDonald’s (MCD), Procter & Gamble (PG), Samsung (OTCPK:SSNLF), Verizon (VZ), PepsiCo’s (PEP) Frito-Lay, Aramco (ARMCO), Bank of America (BAC), and Unilever (UL) is harder to predict, although there have been World Cup sponsorships that have been notable catalysts.
Sports betting and prediction markets
Expectations for sports betting around the 2026 World Cup are extremely bullish, with operators, data providers, and regulators all positioning for record volumes tied to a North American–hosted, expanded tournament. The event is widely expected to be the single biggest catalyst for global handle in the second half of the decade, especially in the U.S., where legal betting infrastructure will be far more mature than it was during the World Cup in Qatar four years ago. Hold rates for sports betting operators such as DraftKings (DKNG), FanDuel (FLUT), and BetMGM (MGM) (OTCPK:GMVHF) could be high due to the expectation for a high mix of in-play and micro-betting during matches, which tend to have better outcomes for the house. In addition, same-game parlays are expected to be a major revenue driver, with operators set to utilize bespoke World Cup parlay products that combine player props, team outcomes, and live events, also lifting bet frequency and effective hold rates. Prediction market players Polymarket (POLYMARKET) and Kalshi (KALSHI) have event contracts for the World Cup that have already generated significant volume.
Travel and lodging
Attendance is projected above 5 million to 6.5 million in stadiums given the 48-team, 104-match format and large U.S. venues. Tourism studies estimate roughly 1.2 million incremental international visitors to the U.S. tied directly to the World Cup, with average stays around 12 days and spending north of $400 per day across the host cities. Forecasts for host metros show hotel room revenues up roughly 7–25% in June 2026 versus baseline, driven by record occupancies and rate compression, which is constructive for U.S.-exposed hotel REITs and operators. Some of the companies expected to see a boost include Marriott International (MAR), Hyatt Hotel (H), Hilton Worldwide (HLT), Booking Holdings (BKNG), Airbnb (ABNB), and Expedia (EXPE).
American Airlines (AAL), Delta Air Lines (DAL), and United Airlines (UAL) have been singled out as the airline companies most likely to see a meaningful World Cup boost.
The impact on the food and restaurant sector is harder to gauge because it can change nationally depending on which teams make a deep run. Anheuser-Busch InBev (BUD), Heineken (OTCQX:HEINY), and Carlsberg (OTCPK:CABGY) have been singled out by analysts as potential World Cup winners.
Broadcasters
Fox (FOX) and Telemundo (owned by NBCUniversal (CMCSA)) hold the U.S. television rights for the 2026 World Cup. The broadcasters are expected to see significant advertising revenue from the event being held on home soil.
ETFs in the mix
Some ETFs that could be impacted by the World Cup economy include U.S. Global Jets ETF (JETS), Amplify Travel Tech ETF (AWAY), Harvest Travel & Leisure Index ETF (TRVL), Invesco Dynamic Leisure and Entertainment ETF (PEJ), iShares U.S. Consumer Discretionary ETF (IYC), Roundhill Sports Betting & iGaming ETF (BETZ), and the VanEck Gaming ETF (BJK).