AI predictions, consumer plays: Analysts offer SGX playbook for World Cup 2026

[SINGAPORE] As the 2026 Fifa World Cup kicks off across North America, market analysts are pointing to a surprising mix of Singapore equities that are set to benefit.

While global consumer giants are the obvious winners, recent reports from Maybank Securities Singapore and OCBC Group Research have identified highly specific and unconventional angles for investors looking for action on the Singapore Exchange (SGX).

The investment playbook recommended goes well beyond the standard sportswear and beer bumps.

Instead, it features medical clinics treating sleep-deprived fans, Singapore-listed trusts cashing in on US hotel demand, and a proprietary artificial intelligence model predicting a tournament outcome that could send the Straits Times Index (STI) surging.

STI scores during World Cups

Historically, the STI has outperformed US and global equities during World Cup years.

Over the past six men’s football World Cup years, Singapore’s benchmark index delivered positive returns four times, averaging an overall return of 3 per cent.

Across the same period, the S&P 500 and MSCI World Index averaged declines of 1.9 per cent and 3.4 per cent, respectively, noted Maybank analyst Thilan Wickramasinghe in a Tuesday (Jun 9) report.

Interestingly, the region that takes home the trophy seems to influence just how well Singapore equities perform.

The STI posts the most positive returns – averaging 9 per cent – when a team from Europe emerges as champion. In comparison, it declines 8 per cent when a Latin American team is victorious.

SEE ALSO

Lenovo’s 3D scans were made for the Fifa World Cup, but true value may lie in video games

World Cup lull could be investors’ chance to score SGX stocks: DBS 

Football frenzy: The Beautiful Game descends on North America

France to edge out Spain for World Cup glory: economists

A years-long effort to woo Trump culminates with the World Cup

Football fever: Fifa World Cup merchandise to get your hands on

Remembering the 1994 World Cup, when tickets cost US$25

More

Maybank’s proprietary AI factor model – which scores participating countries on metrics such as gross domestic product per capita, economic growth, inflation, climate similarity to venues and Fifa world ranking – predicts Spain will lift the trophy.

The quirky local plays

Because the matches are held across the US, Canada and Mexico, the time zone difference creates unique local consumption patterns in Singapore.

Maybank highlighted Raffles Medical as a less obvious beneficiary, anticipating increased demand for general practitioner consultations as fans fall ill and take sick leave after watching late-night and early-morning matches.

Local telcos Singtel and StarHub are expected to see “modest” upside in broadband subscriptions and TV revenues, added Wickramasinghe.

Meanwhile, banks such as DBS and UOB are poised to benefit from higher credit card spending related to food, beverage and merchandise purchases during the tournament.

Wickramasinghe also views the event as a “positive consumption catalyst” for ThaiBev . The beer maker is planning World Cup-related promotions to sustain volume momentum, following a 14 per cent year-on-year jump in beer volume during the 2022 World Cup.

Riding the tourism wave from home

Investors can also play the massive North American tourism surge without leaving the local bourse. Travel industry analysis firm Tourism Economics has forecast that more than 1.2 million international visitors will visit the US for the tournament.

This influx is expected to contribute US$900 million to hotel revenues across US markets – an economic impact roughly equivalent to hosting 10 Super Bowls within a six-week timeframe.

This boom directly benefits SGX-listed entities with US property exposure, noted Maybank.

For example, CapitaLand Ascott Trust has a healthy second-quarter outlook for its US hotels, supported by citywide events such as the World Cup.

Meanwhile, about 12 per cent of City Developments Ltd’s revenue comes from its US hostel portfolio and American hotels account for 7 per cent of assets, positioning the company for revenue upside during the event.

Acrophyte Hospitality Trust’s portfolio of 31 upscale select-service hotels totals more than 4,000 rooms across 16 US states. The real estate investment trust (Reit) could therefore be a beneficiary of higher revenue per available room, said Wickramasinghe.

The traditional picks

The travel theme extends into traditional stocks such as those in the aviation sector.

Maybank noted that Singapore Airlines stands to gain from higher long-haul travel demand and stronger load factors.

The flag carrier’s recent partnership with the US’ Southwest Airlines – which connects international travellers to nearly 120 American airports – further strengthens its position.

With its global cargo and gateway footprint, Sats is set to be a key beneficiary as well, the brokerage added.

For investors looking beyond SGX, OCBC pointed to international heavyweights that will facilitate and capitalise on the tournament’s massive scale.

Digital payment enablers such as Mastercard and Visa are expected to have a surge in transaction volumes, while tech titans Alphabet and Meta Platforms will likely benefit from increased traffic and advertising spend.

Consumer giants McDonald’s, PepsiCo and Nike are also high on the list of expected winners.

Maybank also anticipates Singapore-headquartered Sea, which is listed in New York, to benefit through its Shopee Brazil operations.

Consumers there could stock up on electronics, TVs, smartphones and football merchandise, said Wickramasinghe.

In a similar report on Jun 3, DBS analysts recommended the accumulation of blue-chip counters that could drive a July market rally, as well as large-cap Singapore Reits such as CapitaLand Integrated Commercial Trust , CapitaLand Ascendas Reit and Mapletree Logistics Trust .