World Cup puts media companies on investors' radar
The 2026 World Cup has already gone down in history as the greatest of all time. Held in the United States, Mexico and Canada, the competition brings together 48 teams and 104 matches, in addition to setting a new revenue record.
FIFA projects revenue of around US$9 billion, driven by growth in advertising revenue and new broadcast formats.
In addition, the World Cup shows how the advertising market has been following changes in consumer behavior, notes Thiago Godoy, presenter of Resenha do Dinheiro.
According to Marilia Fontes, founding partner of Nord Investimentos, public attention has become one of the main assets sought by companies.
"Today, marketing platforms are audience platforms. People look for those who can focus attention, and this attention is distributed in several places at the same time", he says.
This scenario also creates opportunities for investors interested in companies linked to the sports ecosystem.
Streaming platforms, media companies, technology companies and consumer brands tend to capture some of the increased viewership and advertising spend during major sporting events.
Godoy highlights that this movement can be accessed by Brazilian investors through BDRs and companies listed on the stock exchange.
"Companies like Disney, Alphabet, Meta and consumer companies are part of this ecosystem and can benefit from the increase in audience and investment in advertising during the World Cup", he states.
Dinheiro Review
Carried out with the support of B3 and the investment manager BlackRock, the program is presented by Thiago Godoy, the "Financial Daddy", Marilia Fontes, founding partner of Nord Investimentos; Bernardo Pascowitch, founder and CEO of Yubb, proposes a light, direct and uncomplicated approach to topics related to financial education and investments. The attraction addresses the main themes of the economy weekly with the informality of a conversation between friends - without compromising on analysis.
The Money Review airs every Friday, at 7pm, on the CNN Money YouTube channel and on Sundays, at 3pm, on CNN Brasil.
Source: CNN