U.S. Hardlines and Food Retail: UBS Evidence Lab: Which Retailers Were Closest to the Cup?

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U.S. Hardlines and Food Retail: UBS Evidence Lab: Which Retailers Were Closest to the Cup?

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U.S. Hardlines and Food Retail Equities

AmericasUBS Evidence Lab: Which Retailers Were Closest

to the Cup? Retailers, Broadline

Michael Lasser

Analyst

michael.lasser@ubs.com

Now that the 2026 global soccer event has concluded, it is a useful time to +1-212-713 2440

assess its impact on the U.S. retail sector.

Mark Carden

While the tournament was first and foremost a global sporting event, it also served as a Analyst

meaningful catalyst for consumer spending across several retail categories. The mark.carden@ubs.com

combination of heightened fan engagement, merchandise purchases, viewing-related +1-212-713 3218

consumption, tourism, and increased participation in the sport created multiple avenues Sachin Verma

for retailers to benefit both during and potentially after the tournament. Associate Analyst

sachin.verma@ubs.com

The scale of soccer's growing presence in the United States helps illustrate why the event +1-212-713 3492

matters from a retail perspective. According to viewership statistics, the average group Dan Silverstein

stage match attracted an average of 5mm viewers. The USA - Belgium match Analyst

experienced 30mm viewers for FOX. The recent quarterfinal games witnessed 18mm to daniel.silverstein@ubs.com

22mm viewers. +1-212-713 2459

Mathew Rothway

In the United States, soccer viewership has expanded materially over the past Analyst

decade, with major international tournaments regularly drawing millions of mathew.rothway@ubs.com

viewers across English- and Spanish-language broadcasts. This is partly the reason +1-212-713 5000

why Home Depot became a named sponsor of this event and Lowe's has

Joshua Bluestine