Investment ideas for World Cup 2026, the most expensive tournament in history?\n\nConsumer staples stocks tied to the World Cup are trading relatively cheaply vs. history; the standout name in the European stocks index Stoxx Europe 600 is the sportswear giant Adidas.\n\nIllustration.\n\nThe 2026 FIFA World Cup could become the most expensive tournament in history.\n\nAlthough the economic benefits for host cities remain an open question, the massive cash flow into the event will certainly create opportunities in certain sectors.\n\nTypically, as a World Cup approaches, analysts compile lists of stock groups expected to benefit directly, such as sportswear, beverages, tobacco, betting, and travel.\n\nHowever, strategists at the UK-based Panmure Liberum warn that this simple approach often does not deliver the expected results.\n\nAfter analyzing data from nine World Cups since 1990, the team notes that the list of stocks that post the strongest growth during the tournament often has no logical connection to football. They argue that many World Cup-themed investment funds are more about brand promotion than substantive strategic bets.\n\nNevertheless, by screening for promising sectors, the experts identified three firms that meet all the criteria: attractive valuations, solid earnings, and growth prospects. These are all compelling options for investors during and after the World Cup.\n\nIn a context where capital flows are heavily concentrated in the AI space, World Cup-related consumer stocks are trading at historically cheap prices. The standout name in the Stoxx Europe 600 is Adidas.\n\nAlthough Adidas is pursuing aggressive marketing campaigns featuring stars like Lionel Messi, the stock's true appeal lies in the numbers. The 12-month forward P/E ratio is currently around 18, about 40% below its 10-year average. With ROE above the market average and projected earnings growth of over 15% per year for the next three years, this stock is considered particularly attractive.\n\nSimilarly, Entain plc is trading well below its 10-year average. Its forward P/E is around 10, while annual earnings are forecast to grow at a double-digit rate over the next three years.\n\nIf investors worry about a slowdown in Europe’s economy, defensive stocks may be the optimal solution. Beers remain a durable attractor even in a downturn, according to experts.\n\nCarlsberg Group is currently an attractive pick, with a forward P/E around 13, about 20% below its 10-year average. The company's earnings, supported by a portfolio of beer brands and non-alcoholic beverages, are expected to maintain steady growth around 10% per year.\n\nExperts also warn about the 'sticky effect': the dense brand presence during the World Cup could inflate sentiment, leading to a modest stock price correction after the tournament ends. Nevertheless, the current low valuations are expected to partly offset these risks.\n\n— Huong Thuy\n\nVietnamplus\n\n- 10:56 18/06/2026
