Goldman Sachs' latest research report: The World Cup is not only a feast for fans but also a "highlight moment" for these U.S. stock sectors

Goldman Sachs has published a research report stating that the FIFA World Cup held in North America this summer is expected to be a significant catalyst for many U.S. stocks. The opening match of this World Cup will kick off on June 11, with the final on July 19. The United States will host 78 matches, while Mexico and Canada will each host 13.

Goldman analysts say that as global fans flock to host cities, watch the matches, and gather to view, consumer-facing sectors such as travel, leisure, media, and beverages will see the most notable benefits. Airlines, hotels, and booking platforms have already shown signs of benefiting, with international bookings this summer increasing compared to last year.

Meanwhile, media groups and broadcasters are expected to profit from premium advertising space driven by live sports broadcasts; digital platforms can leverage real-time interaction and betting enthusiasm to attract increased brand investment. Additionally, with a surge in cross-border travel, ticketing and entertainment spending remain active, making payment networks and credit card issuers key beneficiaries of the World Cup economy.

In the U.S. consumer and travel sectors, Goldman specifically mentions Booking Holdings(BKNG.US), Expedia(EXPE.US), and Airbnb(ABNB.US), which have a strong presence in North America and Europe in accommodation and experiential travel.

In the airline sector, with a robust network of transatlantic and intra-Americas routes, Delta Air Lines(DAL.US), United Airlines(UAL.US), and American Airlines(AAL.US) are poised to become core beneficiaries of World Cup passenger demand.

Among hotel and gaming operators, Marriott Hotels(MAR.US), Hilton Worldwide(HLT.US), and MGM Resorts(MGM.US) are highly recommended. These companies typically have strong pricing power during major events and are more advantaged in cities where supply is limited. In the payments sector, Visa(V.US) and Mastercard(MA.US) are seen as highly certain winners.

In the beverages sector, Goldman favors giants like Anheuser-Busch(BUD.US), Heineken(HEINY.US), Coca-Cola(KO.US), and Coca-Cola European Partners(CCEP.US), which have deep roots in the European and American markets. Historical data shows that during major football tournaments, sales through on-premise channels for these companies typically see a significant boost.

In the sports apparel sector, Goldman believes Nike(NKE.US) can leverage its scale, innovation, and wholesale network to capture more attention and market share in the global soccer market. Meanwhile, companies like Dick’s Sporting Goods(DKS.US) and Academy Sports+ Outdoors(ASO.US) have already begun stocking World Cup-related merchandise in their stores.

Other companies expected to benefit from sports marketing and see sales growth include apparel firms such as Ralph Lauren(RL.US), PVH Corp.(PVH.US), and Lululemon(LULU.US).