JPMorgan: These Stocks May Be World Cup Winners

The 2026 World Cup is here. 

The ultimate international soccer tournament—a 39-day, 104-match extravaganza held across 16 cities in the U.S., Mexico, and Canada—kicks off today. And JPMorgan equity researchers, as is their wont, have identified a basket of World Cup stocks that could benefit from the massive economic windfall it's expected to bring with it.

Related: 7 Best Growth Stocks to Buy Right Now [Find Your Edge]

How big? FIFA says 6.5 million people are expected to attend matches, and it anticipates roughly $14 billion of event-related expenditures, good for a $17.2 billion bump in U.S. GDP alone.

In a research note out Thursday morning, JPMorgan says, "while anticipation for the tournament is high, expectations for likely beneficiaries are quite low given a challenging macro backdrop, geopolitical uncertainty and growing concerns about the low-end consumer. Given the magnitude of this approaching catalyst, we expect market sentiment to improve."

JPMorgan's suggestion? Going tactically long two different baskets of 2026 World Cup stocks expected to benefit from the tournament.

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One is a group of beneficiaries set to capture 2026 World Cup spending, split into several segments:

• Lodging: "Our Lodging Research team estimates $910 million in incremental U.S. hotel room revenue connected to the World Cup, translating to 30 to 40 basis points of RevPAR growth. Further, host city RevPAR should increase 7% to 25% in June-July 2026." RevPAR (Revenue Per Available Room) is a key performance indicator in the hospitality industry.
• Advertising: JPMorgan's Internet team expects "$5 billion of incremental global advertising spending, of which $4 billion should flow to digital channels (73% digital penetration)."
• Rideshare/food delivery: JPMorgan's Internet team "expects gross bookings to increase $377 million to $73 million."
• Rental car companies: "We expect rental car companies to benefit on structurally favorable rental conversion with ~60% of matches located in sprawl/drive markets across the three countries," JPMorgan says.

JPMorgan also sees beneficiaries in restaurants, airports, secondary ticketing, and consumer businesses. Among its Overweight (Buy)-rated beneficiaries:

JPMorgan's research team also notes that World Cup sponsors have delivered strong relative performance through the past two events, so it also recommends exposure to some of the tournament's official brands. Among its Overweight (Buy)-rated beneficiaries.

However, the firm notes that there are several risks to the World Cup theme, including changes to U.S. immigration policy and geopolitical headwinds. It adds that some of the stocks mentioned could see offsets if consumers focused on the 2026 World Cup do so at the expense of concerts, entertainment, and travel to non-host cities.

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