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Thursday, June 11, 2026

FIFA World Cup 2026: Stocks Playbook

By Century Financial in 'Investment Insights'

FIFA World Cup 2026: Stocks Playbook
FIFA World Cup 2026:Stocks Playbook

FIFA World Cup 2026:Stocks Playbook

Identifying companies positioned to benefit from the world's largest sporting event

PRICE DATE 4 June 2026
11 June – 19 July 2026 · USA · Canada · Mexico

The 2026 FIFA World Cup is set to become one of the largest and most commercially impactful sporting events in history. For the first time, 48 national teams will compete across the United States, Canada, and Mexico, transforming the tournament into a continent-wide economic event with billions of viewers expected worldwide.

Beyond football, the World Cup is expected to drive significant growth across several industries, including airlines, hospitality, tourism, apparel, restaurants, beverages, media, advertising, payments, and sports betting. Companies such as United Airlines, Hilton, Booking Holdings, TKO Group, Visa, Coca-Cola, DraftKings, Alphabet, Uber, and McDonald's could benefit from increased travel demand, higher consumer spending, surging digital engagement, and record advertising activity throughout the tournament.

The event is also expected to accelerate the shift toward streaming and digital media, with unprecedented levels of online traffic, real-time data consumption, and mobile engagement.

This flyer highlights companies and sectors positioned to potentially benefit from the economic ripple effects of the 2026 FIFA World Cup.

$40.9B

Additional global GDP impact

Saxo Bank

824K

Jobs directly or indirectly created

Saxo Bank

$6.4B

Estimated US tourist spend

Reuters

$3.3B

Expected US betting handle

6B

Projected global viewers

48

Competing nations — a first

Stock Snapshot — Primary Beneficiaries

COMPANY / ISIN SECTOR LAST PRICE 52-WEEK RANGE MKT CAP TARGET UPSIDE ANALYST RATINGS CONSENSUS BETA 30D AVG VOL
United Airlines Holdings Inc
UAL · US9100471096
Airlines $104.94 $72 $119 $34.1B $131.56 +25.4%
25B / 1H / 0S
4.88 1.46 5,841,574
DraftKings Inc
DKNG · US26142V1052
Betting & Gaming $25.37 $20 $49 $12.6B $34.43 +35.7%
29B / 9H / 1S
4.38 1.40 12,317,907
Coca-Cola Co
KO · US1912161007
Soft Drinks $76.82 $65 $83 $330.5B $87.24 +13.6%
22B / 5H / 0S
4.63 0.13 15,277,245
Constellation Brands Inc
STZ · US21036P1084
Brewers $137.78 $126 $178 $23.7B $176.86 +28.4%
14B / 8H / 2S
4.00 0.45 1,938,544
TKO Group Holdings Inc
TKO · US87256C1018
Entertainment $202.49 $152 $227 $38.7B $230.20 +13.7%
17B / 8H / 0S
4.28 0.82 1,341,038
Hilton Worldwide Holdings Inc
HLT · US43300A2033
Hotels $338.15 $241 $345 $77.0B $349.96 +3.5%
14B / 11H / 1S
4.00 0.87 1,705,783
Alphabet Inc
GOOGL · US02079K3059
Digital / Media $372.19 $162 $409 $4,514B $431.56 +16.0%
67B / 8H / 0S
4.72 1.16 31,145,126
Visa Inc
V · US92826C8394
Payments $320.18 $294 $376 $618.1B $402.31 +25.7%
43B / 2H / 0S
4.87 0.75 8,212,806
McDonald's Corp
MCD · US5801351017
Restaurants $272.72 $272 $342 $193.8B $331.36 +21.5%
43B / 2H / 0S
4.15 0.25 4,275,926
Uber Technologies Inc
UBER · US90353T1007
Rideshare $72.21 $68 $102 $147.0B $104.64 +44.9%
53B / 7H / 1S
4.67 1.28 19,194,074
Booking Holdings Inc
BKNG · US09857L1089
Travel Platform $167.49 $150 $234 $129.8B $222.01 +32.5%
31B / 9H / 0S
4.53 1.14 7,648,312
Adidas AG
ADS · DE000A1EWWW0
Apparel €163.70 €130 €216 €29.5B €197.61 +20.7%
26B / 6H / 1S
4.48 1.25 688,583
Source: Bloomberg. Prices as of 4 June 2026. Upside to analyst consensus target price.
Company Profiles The 2026 FIFA World Cup — Stock Playbook   ·   Price Date: 4 June 2026
Company Profiles

United Airlines Holdings Inc

UALAirlines
LAST PRICE$104.94
MKT CAP$34.1B
UPSIDE+25.4%

United Airlines Holdings, Inc. (UAL), through its wholly owned subsidiary United Airlines, is the largest airline in the world, serving passengers and cargo customers across North America, Asia, Europe, Africa, the Pacific, the Middle East, and Latin America.

United delivered strong first quarter results, supported by healthy demand across both leisure and business travel segments. Revenue increased 10.6% YoY, driven by a 4.2% rise in passenger yields and a 3.4% increase in capacity . Premium revenue grew 13.6%, while business travel revenue rose 14% reflecting continued strength across customer segments. Operationally , United maintained industry leading reliability, ranking first in on time departures and recording a 44% lower cancellation rate per seat than its two largest US competitors. Adding further, the company is expected to benefit from the 2026 FIFA World Cup through higher passenger volumes, increased premium-cabin bookings, and stronger international travel demand, which could drive higher revenues and improve profitability across its network.

Looking ahead, the company expects fuel prices to remain a near-term headwind to margins and free cash flow . While management believes higher fares could eventually af fect travel demand, it has not yet seen any meaningful signs of weakening demand. United also continues to benefit from commercial initiatives, including digital merchandising, fleet upgrades with 100 Airbus A321 aircraft, and enhancements to its MileagePlus loyalty program, which are supporting higher customer spending and long-term revenue growth.

Source: Bloomberg

DraftKings Inc

DKNGBetting & Gaming
LAST PRICE$25.37
MKT CAP$12.6B
UPSIDE+35.7%

DraftKings is one of the leading online sports betting and iGaming operators in the US. The company delivered a solid start to the year , with first quarter revenue rising 17% YoY to $1.65 billion. Adjusted EBITDA came in at $168 million, ahead of expectations, reflecting improving profitability and operating leverage. Sportsbook revenue grew 24% to $1.1 billion supported by higher customer engagement and stronger betting margins. While Monthly Unique Players were down 4% from last year , average revenue per user increased 21% showing that DraftKings is generating more value from its customer base.

Looking ahead, the 2026 FIFA World Cup could be a significant growth driver for the company. The tournament is expected to generate record levels of sports betting activity across the US. During the 2022 W orld Cup, GeoComply recorded 7.9 million betting transactions for a single match of the finals between Argentina and France, highlighting the scale of consumer interest in major global sporting events. Analysts expect total US sports betting handle during the 2026 tournament to exceed $3.3 billion. With roughly 28% market share, DraftKings is well placed to capture a meaningful share of that activity potentially driving both higher betting volumes and new customer acquisition. Management continues to target approximately $6.7 billion in revenue and $800 million in adjusted EBITDA for 2026.

Source: Bloomberg

Coca-Cola Company

KOBeverages
LAST PRICE$76.82
MKT CAP$330.5B
UPSIDE+13.6%

The Coca-Cola Company is the world's largest nonalcoholic beverage company, with 32 billion-dollar brands sold in more than 200 countries through a globally integrated bottling system. It continues to compound results through a combination of volume growth, pricing power, and value-share gains across both sparkling and still beverages, while returning substantial capital: a ~2.69% dividend yield, a 64-year streak of dividend increases, and guided full-year free cash flow of approximately $12.2 billion. A modest but well-timed catalyst emerges in H2 2026, as Coca-Cola has remained an of ficial FIFA World Cup sponsor since 1978, with this year's tournament hosted across the U.S., Mexico, and Canada. W orldwide volume growth has historically increased by approximately 5% in the quarter following the FIF A World Cup, marginally boosting revenue and earnings.

Coca-Cola reported a strong Q1 2026 performance. Net revenues increased 12% to $12.5 billion, while organic revenues rose 10%, driven by an 8% increase in concentrate sales and 2% growth in price/mix, alongside a 3% rise in unit case volume led by China, the United States, and India. Operating margin expanded to 35.0%, and comparable EPS grew 18% to $0.86. Management is guiding for fullyear organic revenue growth of 4% to 5% and comparable EPS growth of 8% to 9%.

Source: Company Investor Relations, CNBC

TKO Group Holdings Inc

TKOEntertainment
LAST PRICE$202.49
MKT CAP$38.7B
UPSIDE+13.7%

TKO Group Holdings is the parent company of UFC, WWE, and IMG, generating revenue through media rights, live events, and premium hospitality across its three businesses. The most compelling near-term catalyst is FIF A World Cup 2026, where TKO's On Location unit holds the exclusive Official Hospitality Provider contract, making it the sole seller of premium tournament hospitality packages across all 16 host cities in the US, Canada, and Mexico. The program has already become the largest hospitality effort in World Cup history, with over half a million packages allocated and revenue more than doubling any previous World Cup program as of March 2026, tracking well ahead of prior cycles. This is expected to generate $75 million in incremental EBITDA for TKO. Moreover, it is the Official Hospitality Provider for the 2028 Los Angeles Olympics, having opened luxury package and hotel sales to the public in April 2026, making the revenue visibility beyond this summer extends well into the next Olympic cycle.

In Q1 2026, TKO reported revenue of $1.597 billion, up 26% year on year, net income of $249.8 million, and adjusted EBITDA of $549.8 million with margin expanding to 34%. Management reaf firmed full year 2026 revenue guidance of $5.675 to $5.775 billion, underpinned by over $15 billion in locked-in long-term media rights across UFC and WWE and a record hospitality pipeline, making TKO one of the most visible high-growth stories in global sports and entertainment.

Source: Company Investor Relations, Reuters

Constellation Brands Inc

STZBeer/Brewers
LAST PRICE$137.78
MKT CAP$23.7B
UPSIDE+28.4%

Constellation Brands is a leading international producer and marketer of beer, wine, and spirits with operations in the U.S., Mexico, New Zealand, and Italy , with brands including Modelo Especial, Corona Extra, Pacifico and V ictoria. It is ranked first among high-end beer suppliers in the U.S. by dollar sales, with Modelo Especial the top U.S. beer brand by dollar sales. The company continues to invest in modular brewing capacity to expand its leading Mexican-import portfolio. A near-term driver is the upcoming FIF A World Cup 2026 held in the United States, Mexico and Canada. The tournament should boost beer consumption occasions in STZ's core markets and boost earnings at the margin. Crucially , STZ's Mexican import portfolio is over-indexed to Hispanic and soccer-skewed consumption cohorts in the U.S., which should drive disproportionate growth versus the broader beer category during the tournament, particularly in highdensity host and diaspora markets (e.g., California, Texas, Southwest).

Constellation closed a resilient fiscal 2026 (ended February 28). Net sales of $9.1 billion, reported EPS of $9.61 and comparable EPS of $11.82. Momentum improved in Q4, with net sales increasing by over 1%, driven by 1.1% shipment growth and 0.6% depletions, led by Pacifico and V ictoria. It generated operating cash flow of $2.7 billion and free cash flow of $1.8 billion, returned more than $1.6 billion to shareholders, and guides fiscal 2027 comparable EPS of $11.20– $11.90.

Source: Company Investor Relations, Reuters

Hilton Worldwide Holdings

HLTHotels
LAST PRICE$338.15
MKT CAP$77.0B
UPSIDE+3.5%

Hilton Worldwide Holdings operates approximately 9,000 hotels and 1.3 million rooms across 141 countries through a capital-light franchise and management fee model, meaning it earns fees from third-party owned properties rather than carrying real estate on its balance sheet, which drives high free cash flow conversion and consistent returns. The upcoming FIF A World Cup 2026, running from June 1 1 to July 19 across 1 1 US cities, Canada, and Mexico, represents a direct nearterm revenue catalyst given Hilton's deep property presence across all major host cities, with an estimated $6.4 billion in US tourist spending expected over the tournament window (source: industry estimates).

In Q1 2026, Hilton reported revenues of $2.94 billion and adjusted EBITDA of $901 million, both ahead of expectations, with system-wide comparable RevP AR, the key industry metric measuring revenue earned per available room, growing 3.6% year on year . Net unit growth, which tracks the pace of new hotel additions and is the primary long-term earnings driver, came in at 6.3%, making Hilton one of the most consistent compounders in global hospitality.

Source: SEC, Reuters

Alphabet Inc (Google)

GOOGLDigital/Media
LAST PRICE$372.19
MKT CAP$4,514B
UPSIDE+16.0%

Alphabet has gained significantly in the past year , surging more than 123%, driven by tailwinds from rising cloud revenues, making it one of the few hyperscalers seeing exponential revenue growth amid massive AI Capex. Its recent $80 billion capital-raising round points to further increases in 2027 capex, with estimates showing 50% growth to $300 billion. The company has added Anthropic as a long-term customer for up to $200 billion of backlog, with Apple remaining a potential nearterm addition. The recent correction in Google shares of about 10– 15% from record highs seems like a dip-buying opportunity for such a fundamentally strong name. On top of that, valuations have eased with the blended forward PE coming down from a high of 28.29x to 25.34x, closer to its 1-year mean of 23x, justifying a fair valuation.

Google has officially partnered with the US Men's and W omen's Soccer Teams for the upcoming FIF A World Cup, promoting its AI search as the premier tool for understanding the US Football scene. With about six billion people projected to watch the world's biggest sporting event, Google is well-positioned to capture a massive wave of World Cup-related queries. Additionally, FIF A has announced YouTube as the preferred platform for the 2026 World Cup, adding tailwinds to the platform's recently disclosed revenue exceeding $60 billion, including advertising and subscriptions.

Source: Bloomberg, FIFA.com

McDonald's Corp

MCDRestaurants
LAST PRICE$272.72
MKT CAP$193.8B
UPSIDE+21.5%

McDonald's is accelerating its global leadership with a powerful growth trifecta: aggressive store expansion, a reinvigorated menu strategy , and a historic FIF A World Cup 2026 marketing tie-in. The company opened about 2,275 gross restaurants in 2025 and plans about 2,600 gross openings in 2026, targeting 50,000 locations globally by 2027. The newly launched "McDonald's > NEXT" plan focuses on automation, AI drive-thrus, and improved core menu of ferings. This momentum, combined with a FIF A World Cup partnership featuring limited-time meals and collectibles, is set to drive traf fic and digital engagement globally.

For the most recent quarter, revenue rose 9.4% YoY to $6.52 billion, beating estimates, with adjusted EPS of $2.83 topping consensus by 3.1%. Global same-store sales accelerated to 3.8% YoY, rebounding from -1% a year ago. Operating margin held firm at 45.3%. The company generated $2.41 billion in operating cash flow in Q1. With an estimated dividend yield of ~2.3–2.6% and a 49-year track record of annual increases, MCD of fers both growth and reliable income. The World Cup campaign which is spanning North America in 2026 positions McDonald's for a record-breaking year of brand visibility and customer engagement.

Source: McDonald's investor relations

Visa Inc

VPayments
LAST PRICE$320.18
MKT CAP$618.1B
UPSIDE+25.7%

Visa is already a dominant player in global electronic payments, but has been steadily increasing its revenue share from other services such as fraud prevention, business payments, and AI-driven transactions. Value-added services like these have grown to 31% of revenue in fiscal 2025, up from 16% in 2020, with continued growth expected. The company is also riding a wave of growth in card payments and digital transactions rather than cash, with total money flowing through Visa's network expected to grow about 8–10% per year through 2028, creating a steady growth runway. Visa is building its infrastructure to create a new category of payment volume through agentic payments, aligning with the growth of autonomous AI assistants that require payments to be made and settled on their own.

Visa's cross-border volume, although it is slowing, is still growing at a double-digit pace. This is important, as the company earns higher fees than on domestic transactions, and that would be highly beneficial ahead of the upcoming FIF A World Cup, when many foreign travellers might pre-book hotels and services before travelling. FIF A has also extended its partnership with Visa as its of ficial payment infrastructure provider for the 2026 World Cup, a title that it has held since 2007, providing cardholders with presale access and other benefits. With millions of attendees expected at stadiums across North America, V isa stands to benefit from billions in spending on travel, food, merchandise, and more.

Source: Bloomberg, FIFA.com

Uber Technologies Inc

UBERRideshare / Delivery
LAST PRICE$72.21
MKT CAP$147.0B
UPSIDE+44.9%

Uber is the world's largest mobility and delivery platform, with 180 million monthly active users and a driver network of over 8.8 million. The company is accelerating profitability on record gross bookings, with steady trip growth, expansion into affordable two-wheeler segments (e.g., Moto), and the upcoming FIF A 2026 World Cup, for which Uber is an official rideshare and delivery partner. Gross bookings expanded 25% YoY to a record $53.7 billion in Q1 2026, with Uber One membership hitting 50 million, representing roughly half of Mobility and Delivery bookings. Q1 2026 adjusted EBITDA surged 33% to $2.48 billion at a 4.6% margin, above guidance. The company generated $2.28 billion in free cash flow.

Uber posted a strong quarter. Total revenue rose 14% YoY to $13.2 billion. Mobility gross bookings rose 25% to $26.4 billion, and Delivery rose 28% to $26.0 billion. Non-GAAP EPS of $0.72 beat consensus. Looking forward to the second quarter, gross bookings are forecasted to be between $56.25–$57.75 billion (an increase of 18% to 22% yearover- year) with adjusted EBITDA forecasted between $2.70 and $2.80 billion, indicating further margin expansion. Due to the FIF A World Cup 2026, Uber is positioned for a strong year with increased demand globally for rides and deliveries.

Source: UBER's investor relations

Booking Holdings Inc

BKNGTravel Platform
LAST PRICE$167.49
MKT CAP$129.8B
UPSIDE+32.5%

Booking Holdings is one of the world's leading online travel and service companies, providing their services in more than 220 countries and territories. Their five primary brands consist of Booking.com, Agoda, OpenTable, Kayak and Priceline. The company aims to provide a multitude of travel solutions including accommodation, travel, flights, reservations and more.

BKNG have delivered resilient results in their financial performance for Q1 2026, with a reported 225% YoY rise in GAAP net income to $1.1 billion. This growth was driven by a 16% increase in revenue from Q1 2025 to $5.5 billion. Despite regional headwinds from the Middle East instability which caused a decrease in the platform's room night growth by 2%, total room nights still grew 6% to 338 million. The company also maintained a strong Adjusted EBITDA margin of 23.3%. With FIF A World Cup coming up the company's global platform and AI-powered booking infrastructure such as Connected Trips that is backed by a board-approved $0.42 per share quarterly dividend, positions the company as a direct beneficiary, offering a significant near-term catalyst for room night volumes, bookings, and revenue across host markets.

Source: Quarterly Report - Booking Holdings, Investor Presentation - Booking Holdings

Adidas AG

ADSApparel
LAST PRICE€163.70
MKT CAP€29.5B
UPSIDE+20.7%

Adidas AG engages in the design, distribution, and marketing of athletic and sporting lifestyle products.

The company's strong Q1 momentum points to the potential to exceed full-year guidance. The company maintained its 2026 outlook for a currency-neutral high-single-digit sales increase and €2.3 billion in EBIT, supported by sustained brand strength and double-digit direct-toconsumer growth. The full sports calendar in 2026, with the upcoming FIFA World Cup, is a catalyst following Adidas' recent London Marathon success. Partnerships with clubs and federations are key as events like this year's Winter Olympics and FIF A World Cup can boost visibility.

Adidas' underlying revenue strength should endure as innovation and execution take hold. Sales in North America can keep building, though tariffs remain a headwind, while other regions should still post robust gains. Innovation, local sports expansion, strengthened wholesale partnerships and a direct-to-consumer push present chances for growth. Improving inventories and sales gains in China are other catalysts.

Source: Bloomberg
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The risks and assumptions listed here are not intended to be an exhaustive summary of all the risks and assumptions involved.
The strategy might suffer from look-ahead bias which occurs due to the use of information or data in a study or simulation that would not have been known or available during the period being analyzed. This can lead to inaccurate results in the study or simulation.
Future price movements may not be exactly the same as the historical price movements and this could lead to variation in performance.
Testing can sometimes lead to over-optimization. This is a condition where performance results are tuned so high to the past they are no longer as accurate in the future.
The model assumes no slippages in trading. Slippage refers to the difference between the expected price of a trade and the price at which the trade is actually executed.
The back-tested strategy might be at risk of data dredging, which is the behavior of testing multiple hypotheses at one time, resulting in picking the data that best supports your main hypothesis.
Drawdowns in actual trading can be higher than the tested system and losses could be significant in the event of leverage.
Unforeseen events can lead to variation in performance from the tested trading strategy.
The tested result has been computed with price feeds available from Bloomberg.
The testing environment has not considered transaction or any other costs.
Trading indicators used for the purpose of testing has been provided by Bloomberg.
The strategy might suffer from data mining fallacy, selection bias and backfill bias.
A trading strategy that performs well on multiple datasets from one market (e.g., forex) might not perform as well in another market (e.g., stocks).
The strategy may not depict accuracy in terms of spread changes due to the spread-widening events.

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