Football is a magnificent distraction but the cost of capital is the true driver with US 10 year Treasury yield climbing back to 4.45%. When investors can lock in high guaranteed return from the US bonds, they naturally trim their exposure to stocks.
I believe the biggest winner would be $Alphabet(GOOG)$ for no matter which country wins the trophy, billions of fans globally will spend the next month continuously flooding into YouTube and Google Search to stream match highlights, watch live recaps and consume digital media.
Google captures a direct advertising fee on every single eyeball, charging premium rates to place ads in front of the world's most captive audience.
Let the World Cup begin & see how high Google can fly!
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