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Francesco Bergamini, Representative of Freedom24 in Italy (tied agent of Freedom Finance Europe Ltd. in Italy), looks at how the 2026 FIFA World Cup could affect the global markets. 48 national teams playing across 16 host cities in the United States, Canada and Mexico make it the largest edition of the tournament ever. The event has grown into an economic ecosystem that reaches well beyond the pitch, covering sportswear, travel, media, and payments.
According to Francesco, sportswear leaders such as Adidas, Nike and Puma gain visibility through kit and sponsored teams, while hotel groups including Marriott International, Hilton Worldwide and Hyatt Hotels stand to benefit from stronger demand across host cities. Booking platforms like Booking Holdings and Expedia and mobility operators Uber and Lyft also positioned to capture the increase in travel.
Media and advertising stand to gain too, with record audiences and higher advertising rates favouring platforms such as Meta Platforms and Alphabet. Long-standing World Cup sponsors including Coca-Cola, Visa and McDonald's typically see gains in both sales and brand strength, while higher consumption tied to matches and travel can also support digital payments and out-of-home spending. 📈
Francesco's takeaway is that the event is best understood as a catalyst rather than a structural growth driver. He observes: "It's important to understand that the World Cup effect rarely represents a long-term growth driver in itself. For this reason, investing in the potential winners of the 2026 World Cup is better suited as a tactical bet within a portfolio rather than as a long-term strategic investment."
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