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FIFA WORLD CUP HYPE PUTS DIGITAL PLAYERS ON THE FRONT FOOT
When football fans swamp stadiums across North America for the 2026 World Cup, they will leave more than empty beer cups behind. From secondary ticket sellers to online travel platforms and digital advertisers, the internet economy is lining up for what J.P.Morgan estimates could be billions of dollars in spillover spending.
At the sharp end of the trade is StubHub. Demand for World Cup tickets is already running at extraordinary levels, with FIFA receiving more than 500 million requests for roughly 7 million available seats. J.P.Morgan estimates this imbalance could generate $1.0 billion to $1.8 billion in secondary market gross merchandise sales, with StubHub potentially capturing $400 million to $800 million thanks to its dominant position in North America.
Online travel firms should benefit as fans chase scarce hotel rooms in host cities across the United States, Canada and Mexico. Airbnb is best placed, JPM says, acting as a "relief valve" for event-driven demand because of its flexible supply and official FIFA partnership.
Rideshare and food delivery apps also stand to gain. JPM reckons the tournament could add about $540 million in rideshare bookings and almost $190 million in food delivery volumes, helped in part by DoorDash's official World Cup supporter status.
The largest prize may be advertising. The brokerage estimates the World Cup could drive about $5 billion in incremental global ad spending in 2026, with roughly $4 billion flowing online. Alphabet and Meta Platforms are the clearest beneficiaries as brands chase eyeballs on streaming, search and social platforms.
But as the world's most watched sporting event heads to North America, internet platforms are well placed to enjoy a tidy, if temporary.., a windfall.
(Rashika Singh)
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