World Cup’s $80 billion prize hinges on fans not crying foul | Insights | Bloomberg Professional Services

Looking at qualified-country exposure excluding host markets, Ambev is the clear winner, with 78% of sales in World Cup-playing nations, along with its 9% exposure in Canada. The primary driver is Brazil at 59%, followed by Argentina (13%) and smaller contributions from Uruguay, Panama, and Paraguay. Companies such as Femsa, Coca-Cola Femsa and Alsea already have relevant exposure to host countries, but the tailwind should grow as countries in the tournament account for 29%, 47%, and 41% of sales.

Arcos Dorados also benefits, with 66% of sales led by Brazil and Argentina, making McDonald’s regional-traffic exposure tournament-relevant. This can favor companies whose core markets have team participation, not just host-city traffic, as national-team success can extend promotions, watch parties, and consumption.

Among sponsor-linked entities, Coca-Cola bottlers, Ambev and Arcos Dorados stand to benefit most directly. Arca, Coca-Cola Femsa and Andina can leverage Coca-Cola’s official soft-drink status through strategic packaging, cold-door execution, pricing and zero-sugar recruitment. The Panini sticker promotion is on 20-ounce Coke and Coke Zero Sugar bottles, while the global campaign uses video, anthem content, a trophy tour and digital and on-site activations.

Ambev leverages its beer portfolio through Budweiser and Michelob Ultra, with the latter using the Player of the Match platform and fan-access giveaways. Arcos Dorados benefits from McDonald’s as the official restaurant sponsor, complemented by local limited-time menus like “Mundialistas.” These campaigns aim to deepen brand equity leading up to and during the tournament.

Companies with the biggest exposure to markets not represented at the World Cup appear least likely to benefit. CCU is the clearest example, given 73% of its sales are linked to Chile and Bolivia, neither of which qualified, leaving limited tournament-related support beyond normal consumption. Coca-Cola Andina follows, with 38% of sales in Chile, reducing the benefit from its Brazil, Argentina and Paraguay exposure.

Arcos Dorados has 24% of sales in nonqualified markets, including Chile, Costa Rica, Aruba, Peru and Venezuela, though its Brazil and Argentina presence, plus sponsor links, should partly off set this. Walmex has 17% exposure to Central America outside Mexico, while Ambev’s 13% is spread across the Dominican Republic, Cuba, Guatemala, Bolivia and Chile.

The 2026 FIFA World Cup started June 11 in Mexico City and ends July 19 with the final in New Jersey just outside of New York City. Hosted jointly by Canada, Mexico and the US, it features 48 teams playing 104 matches in 16 North American cities. Games in the US will be played in Atlanta, Boston, Dallas, Houston, Kansas City, Los Angeles, Miami, New York/New Jersey, Philadelphia, the San Francisco Bay area and Seattle. Mexico will see games in Guadalajara, Mexico City and Monterrey, while Toronto and Vancouver are the two sites in Canada.

The format has 12 groups of four, adding a round of 32, for more match days than the previous 64-game format. Within key LatAm consumer footprints, Dallas has nine contests, Houston seven, Mexico City five and Guadalajara and Monterrey four each.