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Pro: World Cup picks

6 h ago

The 2026 FIFA World Cup, jointly hosted by the U.S., Canada, and Mexico, will be the first in North America in over three decades. Featuring 48 nations across 16 cities, JPMorgan strategists call it "the largest single-sport event in history." According to FIFA, the tournament is expected to generate approximately $14 billion in event-related spending and contribute $17.2 billion to U.S. GDP, with over 6.5 million fans attending matches. Goldman Sachs' simulations rank Spain as the most likely champion, followed by France and Argentina. Historically, host-country equities have delivered median returns of roughly 10% in World Cup years, driven by tourism, consumer sentiment, and event-related investment. JPMorgan sees upside across secondary ticketing, online travel, lodging, ride-share, food delivery, advertising, airports, and car rentals. Accommodation and food are estimated to bring in $2.4 billion, real estate $2 billion, and U.S. hotel room revenue an additional $910 million. Digital advertising may be a key winner, generating about $5 billion in incremental global ad spending, with 73% flowing through digital channels. JPMorgan recommends a basket of 2026 World Cup beneficiaries, including overweight-rated names Alphabet, TKO Group, Booking Holdings, Coca-Cola, and DraftKings. For medium-term exposure, it suggests a basket of sponsors such as McDonald's, DoorDash, and American Airlines, which performed strongly in past tournaments. Despite the scale, investor expectations remain subdued due to macro uncertainty and consumer demand concerns. However, JPMorgan expects market sentiment to improve as the event approaches.