By Adam Clark
The world's biggest sporting event is coming stateside. The soccer World Cup is set to be larger than ever in 2026, and there are plenty of companies catering to fans -- and plenty of stocks to watch.
Preparations for the World Cup -- jointly hosted this summer by the U.S., Mexico, and Canada -- might have been marred by disputes about ticket and transportation prices. But that hasn't stopped record-setting sales. When the whistle blows for the first kickoff, expect the complaining to stop and the cheering to start.
As the premier event of one of the few truly global sports, the men's World Cup is always a big occasion. This year, an expanded format of 48 teams and 104 matches running across 39 days means that commercial opportunities are even more significant. The World Cup's organizing body, Fédération Internationale de Football Association, or FIFA, and its partner consultancies estimate the tournament could generate up to $40.9 billion in global gross domestic product. With 75% of the matches being played in American cities, domestic companies are well placed to benefit.
More than five million tickets have already been sold, says FIFA, well ahead of the 3.5 million attendance record set at the 1994 edition, which was also the last time it was held in the U.S. Total attendance is projected to reach 6.5 million, according to BofA Securities. Ticketing, hospitality, and transportation companies will be busy.
If the number of fans in the stadiums is impressive, it's the global audience that is really enticing. An estimated six billion people will be watching the games, or about three-quarters of the world's population -- more than watched the Paris Olympics. That's an unparalleled opportunity for broadcasting and advertising, with consumer and sporting-goods companies being major spenders. It's also a reminder to deep-pocketed investors of the unique popularity of soccer, at the time when more clubs are being traded on the stock market.
Here are six stocks that should be getting into the soccer spirit:
Anheuser--Busch InBev
Anheuser-Busch InBev looks to be on the upswing after last year, when the Budweiser owner was hit by falling sales volumes. First-quarter earnings last month showed a turnaround in beer-drinking trends, which the World Cup should keep going. AB InBev sees a benefit of up to 25 basis points in volume growth from the event, says J.P. Morgan. It could see a particular boost if Brazil lands its first trophy since 2002 -- AB InBev has majority control of Brazilian brewer Ambev.
Manchester United
When it comes to soccer, few names are bigger than Manchester United. The English club's U.S.-listed stock might get a boost if its 13 players participating in the World Cup for their respective nations shine and become more valuable on the transfer market. Meanwhile Bloomberg has reported that members of the Glazer family are debating whether to sell their majority stake. That could add a takeover premium for shares of one of sport's most famous brands.
Comcast
Comcast holds Spanish-language broadcasting rights for the World Cup, looking to capitalize on a soccer-mad Latino audience. The company has guided for the event to be a contributor to advertising revenue for its Telemundo network and to help streaming service Peacock approach profitability. Benchmark Research analyst Matthew Harrigan has a Buy rating and $44 target price on the stock, well above recent trading levels of about $23.50, arguing that streaming earnings could add to positivity around stabilizing broadband subscriber numbers.
TKO Group Holdings is better known for mixed-martial arts and boxing than soccer, but its On Location brand is the official hospitality provider for the World Cup. The company has said sales are well ahead of projections, having more than doubled the hospitality revenue from previous World Cup programs. TKO projects that the event will add $75 million to adjusted earnings before interest, taxes, depreciation, and amortization. The stock has fallen some 4% this year, and a good tournament could kick-start a comeback.
Airbnb
Airbnb expects over 380,000 fans to use its services to find World Cup accommodations. It's also set to be a showpiece for the platform's relaunched experiences initiative, with Airbnb offering curated events in partnership with FIFA. Airbnb might also get to push its case for relaxation of New York City's strict restrictions on short-term rentals if hosts in New Jersey benefit instead. The stock is down 1% this year, but the average analyst price target suggests 17% upside.
Juventus Football Club
A more speculative investment would be in the Milan-listed shares of Juventus Football Club. The storied Italian soccer club is at a low point, having failed to qualify for next season's Champions League competition. It isn't sending many players to the World Cup -- just seven, after Italy failed to qualify. But a recent takeover bid by crypto giant Tether is a reminder of its enduring fame. Juventus is majority-owned by the Agnelli family, which has signaled that it's open to external investment.
Write to Adam Clark at adam.clark@barrons.com
This content was created by Barron's, which is operated by Dow Jones & Co. Barron's is published independently from Dow Jones Newswires and The Wall Street Journal.
(END) Dow Jones Newswires
June 05, 2026 12:32 ET (16:32 GMT)
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