Nike, DraftKings and Fox Stocks to Watch for World Cup

Analysts identified Nike, DraftKings and Fox as companies with direct commercial exposure to the FIFA World Cup 2026, which begins June 11 across the United States, Canada and Mexico.

Nike outfits about a dozen national teams in the tournament, including the United States and Canada, Brazil, England, France and the Netherlands. The company unveiled the official U.S. kits on March 16 featuring Aero-FIT cooling technology. Analysts estimate national-team jersey sales rise about 20% to 30% during World Cup events. A Bernstein analyst reiterated an $80 price target for Nike on May 11. Nike shares peaked near $68 in February, fell to a local low near $41 on May 19, and closed at $44 on May 21, with volume of about 27.06 million shares that day. The stock crossed above its 20-day exponential moving average; technical reference points cited include support near $41 and resistance at $47, $58, $62 and the February peak near $68.

DraftKings operates the largest U.S. online sportsbook by handle. Deutsche Bank projects DraftKings could see roughly $1.1 billion in incremental handle over the World Cup window; total U.S. handle for the tournament could reach about $3.3 billion. DraftKings shares traded near $25 on May 21. Chart patterns noted on the stock show an inverse head-and-shoulders formation with the head around $20, a right shoulder near $23 and a neckline near $27. A volume-weighted measure of capital flows, Chaikin Money Flow, registered about -0.02 and was moving toward zero. Analysts and technical notes place a close above $27 as a confirmation level, while a drop below $23 would weaken the pattern and a move under $20 would invalidate the formation.

Fox Corporation holds the exclusive U.S. English-language broadcast rights for the full tournament. Fox Sports plans to air 70 matches on the FOX broadcast network and 34 matches on FS1, totaling about 340 hours of World Cup programming. Every match from the Round of 16 onward, including the final on July 19 at MetLife Stadium, will air on FOX. Fox’s free streaming service Tubi will simulcast the opening ceremony in 4K and has launched a free World Cup hub with live matches, highlights and original shows. Fox shares traded near $64 on May 21 and were hovering around the 20-day exponential moving average, roughly $64.19. Recent technical reference points include support and resistance levels at about $64, $62, $60 and $58, with a swing high near $68 recorded May 18.

The tournament expands to 48 teams, increasing the number of matches, broadcast hours, and opportunities for jersey sales and sports betting. Those factors correspond to direct commercial channels for apparel manufacturers, sportsbooks and media companies involved in the event.