Japan enters the 2026 football World Cup as Asia’s top-ranked team, fueling hopes that the Samurai Blue can finally reach the quarterfinals and lift shares of streaming, food and beverage companies along the way.
A deep run for Japan at the most lucrative FIFA World Cup in history, which starts Thursday, would likely benefit Dentsu Group Inc. and CyberAgent Inc., both involved in the streaming of the games. Kirin Holdings Co., Konami Group Corp. and Hub Co. also stand to gain if past tournaments are any guide.
“There’s an expectation that Japan will advance from the group stage, and if they do, viewership should continue to rise steadily,” which would be positive for streaming services, said Takaaki Yoshino, chief market analyst at Monex Inc.
Advertising giant Dentsu is reported to have paid as much as ¥35 billion ($218 million) for the Japanese rights, which are generally sub-licensed to broadcasters. Meanwhile, peer CyberAgent could also gain through increased traffic to its streaming platform Abema . The service, which partners with sports media giant DAZN to provide coverage, drew large audiences during the 2022 World Cup and has become a major destination for sports viewers.
Speculation is mounting that the Japanese men’s team may make it even further this time, after reaching the Round of 16 thanks to surprise wins over Germany and Spain in Qatar about four years ago. It easily qualified for the 2026 tournament in North America.
In 2022, shares of CyberAgent, Konami, Hub and Mizuno Corp., as well as Kirin and Fuji Media Holdings Inc. rose when Japan topped its group.
Consumer-facing companies are primed for an immediate payoff from the 2026 tournament. The Samurai Blue team will face the Netherlands on June 14 in Dallas, and Tunisia and Sweden later this month.
Brewers Asahi Group Holdings Ltd. and Kirin, which partners with the Japan Football Association , may benefit from increased spending during public viewing events and from people watching at home. Hub, which operates British-style pubs across Japan, has positioned itself to capture demand with ¥4,000-per-person packages that include reserved seating for match screenings.
“We are likely to see sector-specific buying interest,” said Yuutaro Suzuki, an economist at Daiwa Securities Co. If Japan keeps advancing and excitement grows, investors may turn to companies tied to viewing parties and sportswear like Mizuno and Asics Corp., he said.
The buzz around the World Cup could spill over into gaming stocks and benefit entertainment and leisure company Konami, which partners with FIFA on the FIFAe World Cup through its eFootball game.
“When it comes to stocks that could benefit from growing interest in the World Cup, Konami comes to mind,” said Hideyuki Suzuki, a general manager at SBI Securities Co. “The company is involved in digital entertainment and works closely with the football association through esports competitions.”
It’s hard to see a rally extending much beyond individual sectors though, SBI’s Suzuki said. He noted that investors are overwhelmingly focused on chipmakers and artificial intelligence-related shares.
Even amid hopes at home that Japan can reach the quarterfinals for the first time, it’s still well behind the established favorites, according to bet365 , one of the world’s leading betting brands.
That said, a strong performance by the Samurai Blue team may also generate a longer-lasting boost for Japan’s professional soccer league, according to Daiwa’s Suzuki.
Increased interest in the J.League could benefit its sponsors and affiliated companies, he said. Those include Rakuten Group Inc., which operates the league’s online merchandise store, and Uniqlo owner Fast Retailing Co., which collaborates on apparel.