World Cup, profit chance for markets in 2026 too? The world economic situation, possible hindrance

In 2025, the US was visited by 68.3 million tourists, a figure that represents a decrease of about 6% from 2024 and almost 15% from the record set in 2018. For the US economy as a whole, this decrease is not a painful one, since tourism represents only approx. 3% of US GDP. On the other hand, however, there are industries for which the state of US tourism is a sensitive issue.

FIFA indicates that the number of tickets sold has exceeded 5 million, more than in 2018 and 2022 combined, but it must also be remembered that the number of matches and teams is a record.

The World Cup is a unique event, with fairly clear directions of influence on the industries important to its development. However, the fact that the event will take place in the USA adds a specific that must be taken into account.

Airlines

North America is geographically separated from the main centers of soccer fans, which are located in Europe and Latin America. Therefore, airlines must be the preferred means of transport to the USA, Canada and Mexico, the XTB Romania analyst also points out.

In the context of 5 million tickets sold, this will mean a significant increase in demand. However, the question is whether this growth will translate into profits given the difficult situation in the jet fuel market.

Car rental companies

North American countries, especially the US, depend on car transport, which will require adaptation from fans in other countries. The obvious beneficiaries of this situation will be car rental companies, but as with airlines, the problems are compounding. These entities are heavily indebted, as are their customers.

Hotels

One of the first concerns related to the success of the World Cup is hotel occupancy. However, the World Cup will be limited to only 16 cities, and no level of success or failure of this event will be able to significantly affect the results of the major global hotel chains.

Representatives of the hotel industry are already sounding the alarm about the low level of bookings. Up to 80% of hoteliers already complain that the level of bookings is far below expectations, and almost 70% of respondents point out that guests face regulatory barriers, according to analyzes by journalists “Forbes” and “The Independent”.

On the other hand, Airbnb reports an 80% increase in requests for information in host cities, which could suggest profits. This could be important in the context of a company that has struggled with profitability in recent quarters.

The betting houses

One of the few performing industries is sports betting. The trend in this sector is more a result of the loosening of regulations by the Trump Administration, and not the influence of the sporting events themselves.

The support given to this business model in the context of the biggest sporting event is obvious. What is less obvious, however, is the fact that the presence of these entities on the exchange was previously negligible. Sports betting and gambling is one of the fastest growing industries, and a surprise in the results of these companies can turn out to be large.

One entity for which the World Cup in the US could prove to be a turning point is DraftKings, one of the leading US sportsbooks.

Sentiment about the company is still cool, partly due to elevated valuation multiples. There is no reason to be pessimistic about financial data. EPS (earnings per share/profit per share) in Q1 2026 alone increased to $0.2, which is more than 5 times more than estimates.

With double-digit revenue growth, a gross margin of around 76%, and strong momentum, the market may soon begin to focus more on the company's strengths than its threats.

Sportswear

For decades, the World Cup has been one of the main opportunities for sportswear manufacturers to promote their products. Theoretically, this is also a period when interest in this type of product should be greater, but the theory is not enough to draw valuable conclusions, points out Radu Puiu.

According to Bernstein, Nike and Adidas could increase annual sales by another 4%. In turn, Reuters reported that Adidas expects additional orders of 250 million euros amid the World Cup. Goldman Sachs has also indicated Puma as a possible beneficiary, it says Radu Puiu.

Risk Warning:

Any opinions, research, analysis, pricing or other information provided as general market commentary does not constitute investment advice. XTB shall not be liable for any loss or damage including, without limitation, any loss or gain that may arise directly or indirectly from the use or reliance on such information.

Please note that information or research based on historical data does not guarantee future performance or results. 75% of retail investor accounts lose money when trading CFDs with this provider. You should consider whether you can afford to take the high risk of losing your money.