Who's really winning the World Cup economy?

Fans are travelling, gearing up and upgrading. Discover the cities and brands capturing the first wave of World Cup spending.

The tournament is half-lived, but the data is already coming in. See who’s winning, before your competitors do.

The 2026 FIFA World Cup is creating measurable shifts in consumer behavior—and not every city or brand is benefiting equally. We’ve analyzed booking data, Amazon sales, and product page activity across host markets to show you exactly where demand is concentrating, which brands are pulling ahead, and what’s driving the gap.

+6.5%

Host city booking growth YoY, vs +0.1% for North America overall

+17.4%

Sportswear units sold on Amazon YoY, as fans gear up ahead of kick-off

+25.5%

TV units sold YoY - even as product research dropped 23.7%, fans are skipping the search and buying fast

Get an early read on World Cup consumer behavior, including:

San Francisco leads in tourists

Host city booking growth ranges from 26.5% to 4.5%. Find out why demand is concentrating in specific hubs.

Same game, different winners

Adidas gained 8.5pp of unit share in the UK while losing ground in the US. Nike did the opposite. See more outcomes.

TVs are flying off shelves

Sales are up 25.5% YoY but product research is down 23.7% - consumers are buying without comparing.

Demand doesn't guarantee share

Nearly 30% of Adidas UK’s Amazon traffic came from external channels, and that made all the difference.

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