The 2026 FIFA World Cup is becoming not only a sporting event, but also a major commercial driver for certain companies. The tournament kicks off on June 11 and will be held for the first time in three countries: the United States, Canada, and Mexico. The expanded format with 48 teams will increase the number of matches, TV hours, jersey sales, and betting activity.
Against this backdrop, analysts highlight three stocks directly tied to the tournament’s main cash flows: Nike, DraftKings, and Fox Corporation. Each company has its own potential growth driver: team kits, sports betting, and broadcasting rights.
Nike Bets on National Team Jerseys
Nike remains one of the main brands associated with World Cup 2026. The company supplies kits for about 12 national teams participating in the tournament. These include the United States and Canada, as well as Brazil, England, France, and the Netherlands.
For Nike, this is an important sales window. World Cups usually sharply increase demand for national team jerseys. According to analysts, sales of national team kits during such tournaments can grow by 20–30%.
Nike’s position looks especially strong due to the participation of host countries. The United States and Canada will play at home, which means interest in official kits may be higher than usual. An additional factor is the new US Soccer kits, unveiled on March 16 along with Aero-FIT cooling technology for the summer tournament.
Nike Shares Attempt to Recover After Decline
The fundamental bet on the World Cup coincided with a technical recovery attempt in Nike shares. NKE shares fell from February highs of about $68 to a local low near $41 in May. After that, the price closed around $44, gaining more than 4% for the session.
Trading volume reached 27.06 million shares — the highest since mid-April. Another important signal: for the first time in several weeks, the shares rose above the 20-day exponential moving average. For the market, this looks like a cautious attempt to reverse the short-term trend.
The key support level remains $41. If it holds, the market may again look toward $47, then $58 and $62. A stronger scenario suggests a return to the February zone around $68. Bernstein’s target for Nike shares is $80.
DraftKings Gets Direct Access to World Cup Betting
DraftKings looks like a more direct bet on the tournament. The company operates one of the largest online sports betting platforms in the United States, and World Cup 2026 will be held in a region where legal betting already has mass reach.
According to Deutsche Bank, the World Cup could add about $1.1 billion in additional betting volume for DraftKings. The total betting volume in the United States for the tournament could reach $3.3 billion, as about 135 million Americans already have access to legal online bookmakers.
For DraftKings, this is a chance to gain not only a one-time spike in activity, but also new users. A home tournament for the United States could attract an audience that does not usually follow soccer so actively.
DraftKings Chart Shows Reversal Structure
DraftKings shares are trading around $25 after a drop of about 2% for the session. At the same time, an inverted head and shoulders pattern is forming on the daily chart, which traders often see as a possible reversal signal upward.
The key resistance line is around $27. If the shares consolidate above this level, the technical target may be around $35. This suggests a growth potential of about 30%.
To confirm the scenario, it is important to hold the $23 area. If the price falls below this level, the structure will weaken. A drop below $20 will completely negate the reversal pattern.
Fox Gets the Tournament’s Main TV Asset
Fox Corporation is another beneficiary of World Cup 2026. The company holds exclusive English-language broadcasting rights for the tournament in the United States. This makes Fox one of the main media players around the championship.
Fox Sports will show a record 70 matches on the main FOX channel. Another 34 games will air on FS1. The total programming volume will reach 340 hours.
All matches from the round of 16 onward, including the final on July 19 at MetLife Stadium, will be shown on FOX. All three United States group stage matches will also air on the main channel, starting with the match against Paraguay on June 12.
Tubi Could Boost Fox’s Digital Audience
Tubi is becoming a separate asset for Fox. The company’s free streaming service, with an audience of about 100 million monthly users, will broadcast the opening ceremony in 4K.
For Fox, this is an opportunity to expand the tournament’s reach beyond traditional television. The advertising market is increasingly shifting to digital formats, so Tubi could become an important part of World Cup monetization.
Although Fox is not a purely sports company but a media holding with a large share of revenue from Fox News, World Cup rights provide it with a strong temporary catalyst.
Fox Shares Hold at Key Support
FOXA shares are trading around $64. This zone coincides with the 20-day exponential moving average and a key Fibonacci level. As long as the price stays above, the bullish channel structure remains intact.
The recent high was around $68. If the shares consolidate above $64 again, the market may try to return to this zone. If $68 is broken, the next target could be $73.
But losing $64 will worsen the picture. In this case, the nearest support will shift to $62, and below that, the market will start looking at $60 and $58.
What’s Next?
World Cup 2026 could become a major commercial event for several sectors at once: sports apparel, betting, and media. Nike gets support through national team kits, DraftKings through betting volume growth, and Fox through exclusive broadcasting rights in the United States.
The main feature of the tournament is its scale. Forty-eight teams, three host countries, and a record number of broadcast hours create more monetization points than previous World Cups.
But it is important for investors to distinguish between sports hype and market reality. Nike is still recovering after a steep decline, DraftKings depends on breaking the key $27 level, and Fox needs to hold support around $64. If these conditions are met, World Cup 2026 could become a notable catalyst for all three stocks.
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