World Cup Frenzy Seen Benefiting Resale Platforms

Dow Jones07-07

1214 ET - The World Cup is back with more vigor than last time around, which should provide a solid boost to the resale-ticketing industry, according to Morgan Stanley analysts. Interest levels already passed peak levels from the 2022 World Cup by roughly 50% earlier this year, and at the peak in June, interest was over twice the last tournament, the analysts say in a note, citing Google Trends data. That interest seems to be driving ticketing-app downloads, primarily at StubHub, they say. A continuation of those trends, and a US team that remains in the tournament, could support continued robust attendance levels and high ticket prices, which are both positives for resale platforms, the analysts say. They continue to see the tournament driving a 2% to 4% tailwind to growth across StubHub and Vivid Seats, or a 7% to 9% tailwind in their bull case, they say. (kelly.cloonan@wsj.com)

(END) Dow Jones Newswires

July 06, 2026 12:14 ET (16:14 GMT)

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