Marriott, Flutter, Coca-Cola among stocks poised to gain from FIFA World Cup 2026

The 2026 FIFA World Cup kicks off on Thursday in Mexico with an opening ceremony followed by the tournament's first match between hosts Mexico and South Africa, marking the beginning of the largest World Cup in history.

Spread across the United States, Canada, and Mexico through July 19, the tournament is expected to draw millions of visitors and generate a surge in spending across travel, hospitality, transportation, betting, and consumer goods sectors.

While global economic growth remains uneven and consumer spending has shown signs of strain in several markets, analysts believe the month-long sporting spectacle could provide a meaningful boost to a range of companies tied to tourism and entertainment.

According to FIFA's socioeconomic impact analysis conducted with the World Trade Organization, the tournament is expected to add roughly $41 billion to global GDP.

Travel and hospitality firms stand to gain

One of the clearest beneficiaries could be the travel and lodging industry.

B. Riley estimates that the World Cup will attract around 13.1 million visitors, including both ticketed and non-ticketed attendees.

The brokerage forecasts that approximately 21.3 million hotel room nights will be booked through online travel platforms during the event.

Analysts expect major hotel operators such as Marriott International, Hilton Worldwide, and Hyatt Hotels to benefit from higher occupancy rates, alongside travel platforms such as Airbnb, Booking Holdings, and Expedia Group.

Marriott has indicated that World Cup-related demand is expected to extend into the third quarter, while Airbnb expects hosts in New York-New Jersey, Boston, and Los Angeles to generate some of the highest earnings during the tournament.

Deutsche Bank believes hotel real estate investment trusts (REITs) with exposure to host cities could see meaningful gains.

The bank incorporated a 50-to-75 basis point increase in revenue per available room across its forecasts and named DiamondRock Hospitality, Host Hotels & Resorts, Park Hotels & Resorts, and Ryman Hospitality Properties among its preferred names.

DiamondRock has the highest exposure to World Cup host-city revenues at 34%, followed by Sunstone Hotel Investors at 23%, Host Hotels and Park Hotels at 21% each, and Ryman Hospitality at 14%.

Beyond hotels, Deutsche Bank also highlighted rideshare operators Uber Technologies and Lyft as likely beneficiaries of increased visitor traffic.

Betting operators eye a surge in wagering activity

Sports betting companies are also expected to receive gains as fans engage with the tournament.

Macquarie analyst Chad Beynon estimates that global wagering on the World Cup could exceed $50 billion, up from more than $35 billion during the 2022 tournament.

The brokerage expects the event to contribute roughly 2% to 5% growth in operator EBITDA during 2027, particularly for companies with strong soccer audiences and international operations.

Macquarie identified Flutter Entertainment, owner of FanDuel, as one of the best-positioned companies.

The firm's global footprint provides exposure not only to North American markets hosting the tournament but also to football-centric countries such as Brazil.

Deutsche Bank estimates that US sports betting handle related to the World Cup could reach $3.3 billion under its base case scenario.

FanDuel is projected to account for approximately $1.3 billion of that total, followed by DraftKings at $1.1 billion, with smaller contributions from BetMGM, Caesars, and TheScoreBet.

Coca-Cola, retailers, and restaurants positioned for tournament demand

The World Cup could also provide a platform for global consumer brands.

Morgan Stanley named The Coca-Cola Company its top beverage pick on June 8, citing the tournament as a near-term catalyst.

The brokerage maintained an Overweight rating and set a price target of $89, implying roughly 6% upside from recent trading levels.

Coca-Cola has been a FIFA sponsor since 1978 and will once again enjoy extensive global exposure during the event.

However, some analysts caution against overstating the financial impact.

According to AInvest, the World Cup's value for Coca-Cola is more closely tied to brand visibility than material earnings growth.

"The sponsorship costs are already sunk. The incremental volume lift from a six-week tournament, even one hosted in North America, is a marginal contribution against a $48 billion revenue base. It is a catalyst for sentiment, not for fundamentals," it said.

AInvest added that Coca-Cola's share-price gains this year have largely been driven by pricing power and execution rather than World Cup-related expectations.

Citi said traditional grocery chains such as Albertsons and Kroger, along with large retailers including Walmart and Target, could benefit from higher household spending tied to the World Cup.

The brokerage also expects increased tourism and group-viewing events to support restaurant demand.

That could provide a boost to fast-food and casual dining chains such as McDonald's, Domino's Pizza, Wingstop, and Chipotle, while food distributors including Performance Food Group, US Foods, and Sysco may also see higher volumes during the tournament.