Hyundai suffered the sharpest drop in stock value during the 2026 FIFA World Cup (-38.96 percent). The biggest share price gain, by contrast, went to Visa, up 11.31 percent. That's according to our current analysis of price movements among the 15 official World Cup sponsors and FIFA partners between the tournament's opening match and its final.
Biggest loss: Hyundai sheds more than a third of its market value
As mentioned, the sharpest decline in share value over the course of the entire tournament was recorded by carmaker Hyundai, down 38.96 percent. Behind it follow fellow automaker Kia (-10.91 percent) and telecommunications company Verizon (-7.17 percent). Beverage and snack company Frito-Lay/PepsiCo (-5.91 percent) and McDonald's (-5.03 percent) round out the bottom five.
The stock market winner is Visa
Payment card company Visa recorded the tournament's strongest gain with a share price increase of 11.31 percent. Close behind in second place is Chinese dairy company Mengniu Dairy (+11.22 percent), followed by Bank of America in third (+10.46 percent). Sporting goods manufacturer Adidas, which is ending its long-standing partnership with the German Football Association (DFB) after the World Cup, gained 5.67 percent, landing in fourth place. Consumer goods company Unilever (+1.57 percent) completes the ranking in fifth place.
Ten of 15 sponsor stocks fall after Germany's World Cup exit
On June 30, the first trading day after the German national team's elimination in the round of 32 against Paraguay, ten of the 15 sponsor stocks lost value. No share price is available for Hisense on that day. Consumer goods company Unilever saw the steepest decline (-8.52 percent). Smaller losses were recorded by Mengniu Dairy (-4.34 percent) and Verizon (-3.99 percent). Fourth and fifth place among the biggest losers went to Frito-Lay/PepsiCo (-2.37 percent) and Kia (-1.85 percent). At the same time, five companies gained value despite the DFB squad's sporting setback. Whether this development is directly linked to the tournament events or was influenced by other market and corporate developments cannot be determined from the analysis.
All 15 sponsors at a glance
"The share price performance shows how many different factors affect international brands during a major global event. For local retailers, it is therefore less important whether a sponsor's stock rises or falls. What matters much more is leveraging the heightened attention surrounding well-known brands for one's own local visibility – for example, through well-maintained business listings, current offers, or local campaigns. Especially when millions of people come into contact with a brand over the course of several weeks, local discoverability determines whether that translates into actual customers.", says Matthias Lange, co-founder and CEO of Localyzer.
About the analysis
For this analysis, Localyzer evaluated the share prices of the 15 official sponsors and partners of the 2026 FIFA World Cup over the entire course of the tournament. The starting point was the closing price on the opening day, June 11, 2026, and the endpoint was the closing price on July 20, 2026. The price data comes from the companies' respective home exchanges, including Xetra, the New York Stock Exchange, the Korea Exchange, the Hong Kong Stock Exchange, the Saudi Exchange, Euronext Brussels, the London Stock Exchange, and the Nasdaq Stock Market. Values were recorded in the respective local currency and are not currency-adjusted. For the volatility ranking, the daily percentage price movements of each company during the analysis period were evaluated to determine the largest single-day gains and losses. Note on context: Share prices are influenced by numerous factors, including corporate news, quarterly results, macroeconomic developments, or geopolitical events. This analysis therefore describes the share price performance of the official World Cup sponsors during the tournament period, but does not claim that individual price movements can be attributed solely to the football World Cup.
