US Consumer Staples: The World Cup Playbook: Sizing the Lift to Beer and CSDs

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US Consumer Staples: The World Cup Playbook: Sizing the Lift to Beer and CSDs

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US Consumer Staples

The World Cup Playbook: Sizing the Lift to

Beer and CSDs

Industry Overview

The World’s Biggest Kickoff 09 June 2026

The 2026 FIFA World Cup begins this Thursday, June 11th when Mexico takes on South Equity

Africa; the month-plus long tournament is one of the most-watched sporting events United States

globally and in 2026 will be hosted across North America. The tournament creates a Consumer Staples

unique stretch of repeated consumption occasions across bars, restaurants and homes. Peter T. Galbo, CFA

Using historical shipment data, we assess the potential uplift to US beer volumes and Research Analyst

Carbonated Soft Drink (CSD) consumption associated with hosting the 2026 tournament. BofAS+1 646 743 0175

peter.galbo@bofa.com

Looking to 1994 for a 2026 Playbook Christian Junquera

The US last hosted the World Cup in 1994, which we view as a useful proxy given that ResearchBofAS Analyst

industry beer volumes today are broadly in line with levels seen at that time. Our 2026 +1 646 855 5195

christian.junquera@bofa.com

forecast assumes U.S. beer shipments decline by 4.8 million barrels YoY, or 2.6%,

including an estimated 0.8 million barrel (40bps) benefit from the World Cup that is

partially offset by ongoing category headwinds. This uplift is consistent with the Thematic Investing: The Beautiful

magnitude observed during the 1994 tournament. Game: BofA’s World Cup 2026 Guide

06 May 2026

Extended lift, not just match days

A monthly view of 1994 suggests that the uplift was not concentrated solely in June and

July, when matches were played, but instead spread across May through August. This

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