How everyone can profit from World Cup frenzy

By SportsFOXBusiness

2026 World Cup: US, Canada and Mexico score joint hosting bid

Fox Sports COO Eric Shanks on the 2018 World Cup in Russia and the announcement the 2026 World Cup will be held in Canada, Mexico and America.

Even if you are not a soccer fan, there could be something for you to gain as the World Cup kicks off – a bigger investment account.

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The World Cup starts on Friday in Moscow. The sporting event is a world affair, and the viewing numbers prove it. The last World Cup final, in Rio De Janeiro in 2014, involved an in- and out-of-home audience of over 1 billion viewers, according to FIFA, the governing body of the sport. The entire tournament was watched by 3.2 billion people and at least 105 million American residents watched at least 20  minutes of a match.

For comparison, according to The Nielsen Company, about 103.4 million people tuned into the 2018 Super Bowl.

There are companies, and therefore stocks, that benefit from this, and no surprise at all broadcasters make the list.

FOX Sports will broadcast the World Cup in the United States, therefore, shares of parent company 21st Century FOX (FOXA) could benefit. 21st Century Fox is also the parent company of FOX Business and Fox News.

So could Nike (NKE), who will garner lots of advertising with many players wearing the company’s apparel during the matches.

Meanwhile, Twitter (TWTR) could also get a boost due to its history streaming sports- according to JPMorgan.

On Wednesday, FIFA awarded the hosting rights for the 2026 World Cup to the joint  bidders: Canada, Mexico and the United States.