[Summary]
The FIFA World Cup North America, which begins on June 11, 2026, will be the largest tournament ever, co-hosted by Canada, Mexico, and the United States, with 48 teams and 104 games. According to FIFA official information, the final is scheduled to be held in New York/New Jersey on July 19, 2026.
Related stocks to look at in Japanese stocks fall into five categories: sporting goods, sports bars/restaurants, food/drinks, retail, and distribution/communications. What is quite important here is that World Cup-related stocks are both a "performance theme" and an "event market." In particular, small-sized event stocks like HUB are easy to get short-term funds due to the excitement of the Japan national team game, but they are also easily sold off when the team loses or runs out of materials.
The favorites are ASICS (7936) and Mizuno (8022), both of which have a proven track record. Hub (3030) for short-term event sensitivity. For watching games, go to Calbee (2229), Coca-Cola Bottlers Japan HD (2579), and Alpine (3028). Regarding distribution and communications, it is realistic to look at U-NEXT HOLDINGS (9418) and communications infrastructure stocks as ``indirect themes'' while checking the confirmed information on broadcasting and distribution rights.
First, the conclusion: The target is “stocks that don’t end with just the World Cup.”
The worst thing to do when looking at World Cup-related stocks is to think, ``I'm going to buy anything because the Japanese national team is going to be exciting.''
Event stocks often rise with anticipation, peak during the event, and sell off when the event is defeated or closed. In particular, the 2026 Games will be held in North America, so there will be an increase in the number of games between midnight and morning Japan time, and there are situations where watching from home, streaming, convenience stores, and drinks/snacks will naturally benefit from watching from home rather than eating out or at a sports bar.
The order in which brands are viewed is as follows:
| Priority | Sector | Representative stocks | View |
|---|---|---|---|
| High | Sporting Goods | ASICS, Mizuno | Can they capture the expansion of the sports market even after the World Cup? |
| High | Sports bars/restaurants | Hub | The short-term theme of the Japan national team match is strong, but it is small and rough |
| Medium | Food and Beverages | Calbee, Coca-Cola BJH | There is demand for spectators, but the impact on overall business results is limited |
| Medium | Retail | Alpine | Demand for replica soccer equipment. However, be careful of inventory and gross profit |
| Medium | Distribution/Communications | U-NEXT, major communications company | Depends on broadcasting/distribution rights. Infrastructure demand is indirect |
Personally, I think the easiest short-term theme to understand is HUB. However, there is a difference between being "easy to understand" and "being a great investment." If the stock price moves first, I will factor it in quite a bit before the actual performance. From a medium- to long-term perspective, ASICS and Mizuno are easier to explain based on their performance even after the theme.
Why is the 2026 North American World Cup so big?
The FIFA World Cup 2026 will be co-hosted by Canada, Mexico, and the United States. FIFA officials have announced that the tournament will be held from June 11 to July 19, 2026, with 16 cities, 48 teams, and 104 matches.
Since there are more matches than in traditional tournaments, there are simply more opportunities for exposure.
- Broadcast/distribution time will increase
- Increased sponsor exposure
- Demand for sporting goods and representative goods will increase
- Increase in consumption of food, drinks and watching games
- Keep the topic alive for a long time with SNS and video clippings
- Increased demand for data analysis, advertising distribution, and sports tech
The advertising market is particularly large for events held in North America. For global sponsor companies, it's more than just a sporting event; it's a huge advertising inventory and data touchpoint. Although there is no direct location benefit for Japanese stocks, the theme will be based on the popularity of the Japanese national team, domestic games, demand for sporting goods, streaming viewing, and food and beverage/retail consumption.
Illustration: Fund flow of World Cup-related stocks
Related stock 1: ASICS (7936)
ASICS is the brand that is the closest to being a favorite among the World Cup-related brands. However, it is not exclusively soccer. Rather, running, sports style, and global brand power are the focus of evaluation, and the World Cup is a short-term theme that builds on that.
The company's first quarter results for the fiscal year ending December 2026 were strong, with sales of 270.265 billion yen, +29.7% year-on-year, and operating income of 60.762 billion yen, +36.5% year-on-year. Progress in the first quarter against the full-year plan is also relatively high, and the company's performance is quite positive.
The difficult thing here is that the better the company, the higher the expectations.
The World Cup increases sports fever, increases brand exposure, and increases demand for sporting goods. This is easy to understand. However, in the case of ASICS stock, the market is already viewing it as a global growth company. In order to make even bigger purchases based on the World Cup alone, we need materials that can maintain high growth rates and profit margins even after the event.
There are three points to look at:
- Will sales of sports style/football related products increase before and after the World Cup?
- Is brand exposure in North America and Europe effective for medium-term sales?
- Can you protect your operating profit margin by absorbing foreign exchange, logistics costs, and advertising costs?
It is natural to view ASICS as a ``global growth stock that can use the World Cup as a tailwind'' rather than a ``small-cap theme stock that will make a splash with the World Cup.''
Related stock 2: Mizuno (8022)
Mizuno is a stock that is more closely associated with Japan's sporting goods stock than ASICS. A wide range of sports, including soccer, baseball, golf, and running, are compatible with domestic sports demand.
In the fiscal year ending March 2026, sales and operating income are the highest ever, with sales of 259 billion yen and operating income of 22.6 billion yen. For the fiscal year ending March 2027, we are planning sales of 280 billion yen and operating income of 25.5 billion yen. Our equity ratio is high, giving us a sense of financial security.
Under the World Cup theme, attention will be focused on soccer equipment for students and juniors, related sales at sports stores, and demand for players and club activities after the national team games. However, Mizuno is not a company whose performance changes completely just because of the World Cup. Rather, the main focus of stock prices is whether a company can absorb overseas growth, customs duties, logistics costs, and raw material costs.
What's interesting about Mizuno is that even though its business performance is solid, it can also be used for event themes. If expectations are not as high as for large-scale growth stocks, it is easy to look for stocks before the World Cup.
Related stock 3: Hub (3030)
The most obvious short-term theme is HUB, which operates a British-style pub called HUB.
The Japan national team, advancing to the final tournament, and playing against powerful countries. In such situations, demand for in-store viewing tends to increase suddenly. Since market participants are also aware of the association, it is a stock that can easily receive advance funds before the event.
For the fiscal year ending February 2026, sales will be 11.335 billion yen, operating income will be 534 million yen, and net income will be 609 million yen. The operating profit margin is approximately 4.7%, and profits are matching sales growth.
However, HUB's ease of understanding as an event stock poses risks.
- Does the time of the Japan national team match suit store operations?
- If there are many events held late at night or early in the morning, is demand for drinking out weaker than expected?
- Will there be any profit from security, personnel costs, and business hours?
- Will the theme funds be lost after the defeat of the Japanese national team?
If you are aiming for a short period of time, there may be a slow period just before the opening. The market usually moves first. Rather, there is a possibility that the peak will occur during the anticipation phase of ``announcement of Japan national team members'', ``increase in media exposure'', and ``before the first group league match''.
This is a stock that seems to be a very event investment. It's exciting when you win. If I lose, I get cold. That's why it's difficult to enter without having profit-taking rules.
Related stock 4: Calbee (2229)
Calbee is a brand that is associated with the demand for home-based watching games and snacks. Potato chips and snacks go well with watching sports, and if late-night and early-morning viewing increases when the games are held in North America, we may be able to capture some of the demand for drinking at home and watching the games at home.
However, from an investment perspective, I would like to take a calm view.
Calbee's sales for the fiscal year ending March 2026 were 340.151 billion yen, an increase of 5.5% from the previous year, while operating income was 26.173 billion yen, a -10% decrease. Sales have increased, but profits have fallen. In other words, even if demand for snacks increases slightly due to the World Cup, it will be difficult to sustain stock prices if raw material costs, promotional expenses, price revisions, and overseas business profitability are high.
Calbee is not positioned as a ``short-term jump due to the World Cup,'' but rather as a consumer defense/food stock that will see some demand for spectators.
Related stock 5: Coca-Cola Bottlers Japan HD (2579)
Beverages are naturally associated with summer sporting events. The 2026 tournament will be held from June to July, a time when temperatures are rising even in Japan. Home viewing, outdoor events, sports bars, and convenience store demand are compatible with beverage consumption.
However, Coca-Cola BJH is not a brand that is only seen at the World Cup. The bottler business is affected by sales volume, price revisions, raw materials, logistics, personnel costs, and capital investment. Although operating income has improved in the fiscal year ending December 2025, there are significant temporary factors in the final profit and loss.
Regarding the World Cup, there is a ``stable consumption theme''. Rather than aiming for short-term price ranges, this is a stock that looks at summer beverage demand and the progress of price pass-through.
Related stock 6: Alpine (3028)
As a sporting goods retailer, Alpen is a brand that is easy to shop around for before the World Cup. It's easy to create a World Cup theme in the sales floor, including soccer goods, replica uniforms, spectator goods, and items for juniors.
However, retail is all about inventory and gross profit.
In the third quarter results for the fiscal year ending June 2026, sales were 207.139 billion yen, operating income was 4.466 billion yen, and operating income was -24.1% compared to the previous year. While sales are growing, profits are weak. Even if sales increase during the World Cup sales season, if discounts, inventory, and SG&A expenses are heavy, stock prices will not be evaluated honestly.
If you're looking at Alpen, you'll want to look at gross profit margins and inventory turnover, not just the preparation of sales spaces just before the World Cup.
Related stock 7: U-NEXT HOLDINGS (9418) and distribution/communication related
The difficult aspect of this World Cup is related to distribution.
The stocks that benefit will vary depending on where the broadcasting and distribution rights in Japan belong. Therefore, it is dangerous to decide on "DAZN," "YouTube," "U-NEXT," etc. at this point. It is sufficient to check the official announcement and the announcement of the broadcasting station/distributor.
However, structurally speaking, the tournament is likely to increase demand for streaming. Since the event will be held in North America, it will likely be late at night or early in the morning in Japan time, leading to an increase in smartphones, tablets, missed broadcasts, highlight videos, and SNS viewing.
U-NEXT HOLDINGS will have sales of 212.823 billion yen and operating income of 18.116 billion yen in the second quarter of the fiscal year ending August 2026. Since we are a complex company that not only handles video distribution, but also stores, communications, and business support, we need to confirm the rights to use World Cup distribution directly as material.
Telecommunications majors, data centers, CDNs, and advertising distribution are also indirect themes, but it is difficult to see the contribution of the World Cup alone to results. As for stock price information, it is better to focus on ``companies with distribution rights'' or ``companies that can increase subscribers in numbers.''
Impact of late night/early morning Japan time events
The North American Games have a slightly peculiar influence on Japanese consumption behavior.
Unlike the Japan-Korea tournament, which is popular at restaurants during prime time, viewing is likely to increase late at night and early in the morning. Of course, it depends on the kickoff time of the Japan national team match, but basically the weight of home viewing, recording/missing, and consumption of highlights tends to increase.
The benefits are divided as follows.
| Viewing style | Industries that are likely to benefit | Representative stocks |
|---|---|---|
| Store viewing | Sports bars, izakaya | Hub |
| Watching at home | Snacks, drinks, convenience stores | Calbee, Coca BJH |
| Smartphone viewing | Distribution, communication, advertising | U-NEXT, major telecommunications company |
| Increasing competitive fever | Sporting goods, retail | ASICS, Mizuno, Alpen |
Late night events can be both positive and negative for dining out. Opening a store will attract more customers, but it will also increase labor costs. If more people watch from home, food/beverage/streaming will directly benefit.
Investment timing: Bought on expectations, sold on actual performance
World Cup-related stocks are a typical event market.
The easiest way to get funding is in the following situations:
- 1-2 months before opening
- Announcement of Japan representative members
- Confirmation of broadcast/distribution schedule
- Just before the first match
- Expecting to advance to the final tournament
- Surprises such as defeating a powerful country
On the other hand, the following situations are likely to sell:
- Japan national team defeated
- Running out of materials after the tournament starts
- Taking profits after the stock price has risen too much in advance
- When the expected demand for streaming and viewing does not show up in numbers
In event investing, it is better to decide the reason for selling before the reason for buying. Small-cap stocks, in particular, can be hard to escape when liquidity drops after a spike in trading volume.
Themes that will remain from the perspective of 2027
The theme that will remain after the World Cup is over is not short-term spectator demand.
What remains is structural changes in the sports market.
- Health conscious
- Running/sports style demand
- Sports equipment for children
- Global branding
- Sports video distribution/advertising value
- AI match analysis, advertising optimization, audience analysis
- Sports betting, fan engagement
In this sense, while the World Cup is a short-term event, it is also the gateway to the sports economy.
If you look beyond 2027, it's easier to continue your investment story with stocks like ASICS and Mizuno that can be explained by their sports population, brand, and overseas expansion, rather than stocks that are directly hit by events like HUB.
View by type
| Investment style | Suitable stocks | How to view |
|---|---|---|
| Short-term event investment | Hub, Alpine | Expectations before the opening and excitement for the Japan national team match |
| Medium-term theme investment | ASICS, Mizuno | Can they capture the expansion of the sports market even after the World Cup |
| Stable consumption theme | Calbee, Coca BJH | Price transfer and profit margin from spectator demand |
| Distribution/Communication Theme | U-NEXT, major communications company | Broadcasting/Distribution Rights, Increase in Subscribers, Advertising Revenue |
| High risk short term | Small event stocks | Trading volume and profit timing are everything |
Risk: Common mistakes in World Cup stocks
All materials are exhausted
The closer we get to the opening, the more news there will be. However, stock prices often move before news. By the time there are more special features on TV, short-term funds may be available first.
Japan National Team Defeated
The wins and losses of the Japanese national team have an effect on the short-term psychology of related stocks. In particular, the theme of HUB and small event stocks may suddenly cool down with the defeat of the Japanese team.
Small contribution to performance
For large companies in the food, beverage, and telecommunications industries, even if there is World Cup demand, the overall consolidated results are often small. For stock prices to move significantly, you need not only a theme, but also numbers that look like financial results.
Misreading of late night event
Hosting the event in North America is not necessarily a simple tailwind for Japanese eating out demand. Depending on the time of day, watching from home or watching highlights will be the main focus.
Summary: Favorite is sporting goods, short-term game is HUB, distribution is after rights confirmation
The 2026 North American World Cup will be the largest sporting event ever with 48 teams and 104 games. Even in Japanese stocks, there is a possibility that there will be interest in sporting goods, restaurants, food and beverages, retail, and distribution/communications.
It is better to aim separately.
ASICS and Mizuno are the favorites, which can be easily explained by the expansion of the sports market even after the World Cup. HUB is highly sensitive to short-term events, and while it is easy to understand when it goes up, it is also quick when it goes down. Calbee, Coca BJH, and Alpine are seen as spectator consumption and retail themes, but profit margins and inventory are more important. Regarding distribution, it is not too late to confirm information regarding broadcasting and distribution rights.
World Cup-related stocks are a dream come true. However, if you buy it only in a dream, you will usually be brought back to reality after the event.
If we look at it from a 2027 perspective, we would like to choose a company that can prove growth in sports, distribution, and consumption with numbers even after the World Cup, rather than a short-term frenzy.
source
- FIFA "FIFA World Cup 2026 match schedule", 2026 tournament official schedule information
- FIFA "FIFA World Cup 2026 Final Draw's second half produces full match schedule", published on December 6, 2025
- ASICS “Summary of first quarter financial results for the fiscal year ending December 2026”, disclosed on May 13, 2026
- Mizuno "Summary of financial results for the fiscal year ending March 2026", disclosed on May 12, 2026
- Hub “Summary of Financial Results for the Fiscal Year Ending February 2026”, disclosed on April 13, 2026
- Calbee “Summary of financial results for the fiscal year ending March 2026”, disclosed on May 14, 2026
- Coca-Cola Bottlers Japan Holdings “Summary of Financial Results for the Fiscal Year Ending December 2025”, disclosed on February 13, 2026
- Alpen “Summary of financial results for the third quarter of the fiscal year ending June 2026”, disclosed on May 12, 2026
- U-NEXT HOLDINGS “Summary of 2nd quarter financial results for the fiscal year ending August 2026”, disclosed on April 13, 2026