From beer to jerseys, here are the stock picks Goldman sees as winners from the 2026 World Cup
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- The 2026 FIFA World Cup will kick off in North America on June 11.
- Goldman Sachs analysts named several top stock picks set to get a boost from the tournament.
- Beer makers, sports brands, retailers, and travel names are among the top picks.
The 2026 World Cup is around the corner, and Goldman Sachs shared some of the stock picks they see as poised to gain from the tournament.
The FIFA World Cup kicks off on June 11 with a historic number of games across the US, Canada, and Mexico. Fans globally will be buying beer and gear, and people catching games in person will be spending on travel.
Goldman Sachs analysts' 2026 World Cup stock winners include beverage giants, athletic wear and retail players, and travel names.
Here are the firm's top stock picks that could see a boost from the soccer tournament.
Look for beer makers to benefit
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Goldman's consumer staples analysts say beer companies will be among the largest beneficiaries of the World Cup.
Historically, brewers based in the host countries see a pop in sales volumes.
They named Anheuser-Busch InBev, Constellation Brands, Molson Coors, Heineken, and Carlsberg as stocks the firm has a buy-rating on that could gain from the event.
The pop in alcohol sales isn't expected to be felt across all types. Beer volumes are expected to gain, while spirits sales aren't expected to change.
Adidas to benefit from FIFA partnership
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Consumer discretionary stocks, such as top athletic wear brands Adidas, Puma, and Nike, are also expected to benefit.
Adidas, which Goldman rates as neutral, is the best positioned, the analysts said, highlighting that the brand is an official tournament partner offering several marketing opportunities, including the official match ball.
Puma, a buy-rated stock from Goldman analysts, is also an anticipated winner, given the anticipated brand visibility from the company's recent efforts to amplify its soccer presence.
Nike is a buy for Goldman ahead of the World Cup. Analysts said it's well positioned to "capture disproportionate attention and share within global football."
Tournament to lift sports retailer sales with merch
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Goldman has flagged two buy-rated retail stocks as top World Cup 2026 picks: Academy Sports and Outdoors and Dick's Sporting Goods.
Both sports retailers are expected to see a sales lift from the World Cup. Goldman projected a 1% to 2.3% and 0.7% to 1.8% bump to comparable sales, respectively.
The analysts noted that these estimates are focused on the tournament period itself, even though both retailers are already selling World Cup merch online and in store.
Hotels, Airbnb, and airlines to benefit from fans traveling
16 cities across the US, Canada, and Mexico are hosting World Cup 2026 games.
Hyatt Hotels, Marriott, and Hilton are the hotel stocks Goldman names as top picks ahead of the World Cup. The firm has buy ratings for all three stocks.
Beyond hotels, Goldman flagged Airbnb since the company has the largest share of alternative accommodation rentals in North American markets, though the firm has a neutral rating on the stock. The analysts also have a neutral rating on Booking.com and a buy rating on Expedia.
US airlines are also well positioned to gain from fans traveling, though ongoing oil-price spikes cloud the outlook.