Three Stocks to Watch as World Cup 2026 Begins

The FIFA World Cup 2026 begins June 11 across the United States, Canada and Mexico. Analysts identified Nike, DraftKings and Fox as companies with direct commercial exposure to the tournament, citing expected increases in national team jersey sales, sportsbook wagering and U.S. broadcast hours. The expanded 48-team format and three host countries lengthen the tournament and increase the number of matches.

Nike supplies on-field kits for about a dozen national teams, including co-hosts the United States and Canada and teams such as Brazil, England, France and the Netherlands. Nike released the official U.S. Soccer kits on March 16 with Aero-FIT cooling technology designed for summer play. Analysts estimate tournaments can raise kit sales for sponsoring federations by 20% to 30%. Bernstein analyst Aneesha Sherman reiterated an $80 price target for Nike on May 11. Nike shares hit a low near $41 on May 19 and closed at $44 on May 21 with volume above 27 million shares. The stock crossed above its 20-day exponential moving average that session. Technical support sits near $41, resistance near $47 and higher targets near $58, $62 and $68.

DraftKings operates the largest U.S. online sportsbook by handle. Deutsche Bank projects roughly $1.1 billion in incremental handle for DraftKings during the World Cup window and estimates total U.S. handle for the tournament could reach about $3.3 billion. DraftKings shares traded around $25 on May 21. Chart patterns since February show an inverse head-and-shoulders with a head near $20, a right shoulder near $23 and a neckline at about $27; a confirmed close above $27 would project a target near $35. Chaikin Money Flow has been recovering toward zero from negative readings. A fall below $23 would weaken the pattern and a drop under $20 would invalidate it.

Fox Corporation holds exclusive U.S. English-language broadcast rights for the entire World Cup. Fox will air 70 matches on the FOX network and 34 on FS1, totaling about 340 hours of programming. Every match from the Round of 16 onward will be on FOX, including the July 19 final at MetLife Stadium. The U.S. men’s national team group matches are scheduled on FOX beginning with the June 12 opener versus Paraguay. Tubi, Fox’s ad-supported streaming service, will simulcast the opening ceremony in 4K. Fox shares traded near $64 on May 21 and have been moving inside a parallel channel since a late-February low near $53. The 20-day exponential moving average sits near $64, with upside targets near $68 and $73 and downside support around $62, $60 and $58.

The larger 48-team field and North American host markets are expected to increase merchandise demand and U.S. betting activity compared with prior tournaments. Market participants are tracking sponsorship lists, broadcast schedules and sportsbook handle projections to estimate how companies may be affected during the event.