在美举办的扩军至104场比赛的世界杯已成为其传统企业赞助商的战场，主要装备制造商的价值低于2018年；为48支球队中的12支提供服装的耐克，其股价自2021年峰值以来已暴跌75%。其他主导装备制造商阿迪达斯和彪马分别赞助了14支和11支球队，同时它们都面临着来自新兴运动装品牌的激烈竞争。

像M6、ITV和Telemundo这样的广播网络正在播放带有额外广告插播的比赛，但它们的股价仍远低于历史峰值。与此同时，酒精行业面临结构性下滑，全球最大的啤酒商预计世界杯仅能使年啤酒销量增长0.2%至0.3%。

在博彩领域，美国博彩巨头Flutter和DraftKings预计在本届赛事期间的投注额将达到创纪录的24亿美元，但它们的股价今年分别下跌了50%和20%。

The expanded 104-game World Cup in America has become a struggle for its traditional corporate sponsors, with major kit-makers worth less than in 2018; Nike, dressing 12 of the 48 teams, has seen its share price plummet by 75% since its 2021 peak. The other dominant kit-makers, Adidas and Puma, dress 14 and 11 teams respectively, while they all face intense competition from newer sportswear brands.

Broadcast networks like M6, ITV, and Telemundo are airing games with extra advertising breaks, yet their stocks remain well below historical peaks. Meanwhile, the alcohol industry faces structural declines, with the world's largest brewer expecting the World Cup to boost annual beer sales volume by only 0.2% to 0.3%.

In the gambling sector, US betting giants Flutter and DraftKings expect a record $2.4 billion in wagers during the tournament, but their stock prices have dropped by 50% and 20% respectively this year.

Source: Tournament of losers

Subtitle: The World Cup is a festival for corporate has-beens

Dateline: 6月 18, 2026 03:16 上午