Investors line up 'goals' for World Cup

Investors line up goals for World Cup
The World Cup is expected to have a broadcast audience of 3.5 billion globally, so spending is expected to really surge.

London - This year's tournament set to add $2.4B to global advertising market

By Reuters

Published: Fri 8 Jun 2018, 7:16 PM

Last updated: Fri 8 Jun 2018, 9:29 PM

The football World Cup is a massive money-spinner and stock market players are busy picking companies that will benefit from the associated global spending surge.
The world's biggest sporting event is unlikely to make or break companies but it gives them the chance to reach new customers and showcase new products, potentially locking in revenue streams beyond the end of the month-long tournament that kicks off next week in Russia.
This year's tournament will add $2.4 billion to the global advertising market, according to marketing agency Zenith.
"For brands, the World Cup offers a unique opportunity to reach these consumers at scale, during shared public occasions they are emotionally involved in," said Jonathan Barnard, Zenith's director of global intelligence.
The tournament is expected to have a broadcast audience of 3.5 billion across the globe.
Investment banks are busy sending clients their World Cup research identifying which shares could win big. The tone is often light and some tips to be taken with a pinch of salt as they piggyback the marketing bonanza.
Brokers also know that investors will themselves be busy watching the games, keeping trading volumes light. Studies, including from the European Central Bank have shown that trading volumes drop significantly during World Cup matches with the biggest plunges just after goals and other key moments in a game.
Monthly volumes for Brazil's benchmark Bovespa equities index reached a two-year low during the last World Cup in June 2014 according to Reuters data.
In Britain, pub operators such as Greene King are also likely winners even though progress to the last eight would be seen as an achievement for a young England team.
Morgan Stanley found the pub chain's sales growth jumped by 3.5 per cent during the Euro 2016 when the Three Lions suffered a disappointing loss against Iceland during the knock-out stage.
The world's biggest sportswear brands are also vying for dominance on the field with Nike supplying shirts for 10 countries, including Brazil, France and England.
Chi Chan, who oversees investments in eurozone stocks for Hermes Investment Management, has chosen to invest in Nike's arch-rival Adidas as it spends big to try to retain its leading position in the game. Nike kitted out more teams for the first time in Brazil in 2014, but Adidas has fought back, this year sponsoring 12 of the 32 participating teams including strong contenders such as Germany and Spain, along with hosts Russia.
According to Chan, Adidas has a 52 per cent chance of having a team it sponsors win.

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