Nike Sales to Rise 3%–4% During FIFA 2026 While Metzler Cuts Stake 88%
Nike is forecast to see a 3%–4% boost to football apparel and merchandise sales during the 2026 FIFA World Cup spanning 48 teams and 104 matches in the U.S., Canada and Mexico. Meanwhile, B. Metzler seel. Sohn & Co. AG cut Nike holdings by 88.1%, selling 2.34M shares to 315,317.
1. World Cup Sales Forecast
Nike and Adidas control roughly 80% of the global football apparel and merchandise market. With FIFA 2026 expanding to 48 teams and 104 matches across 16 cities in the U.S., Canada and Mexico, Nike is projected to achieve a 3%–4% sales uplift driven by jerseys, footwear and fan accessories.
2. Metzler Stake Reduction
In its latest SEC filing, B. Metzler seel. Sohn & Co. AG reported an 88.1% reduction in Nike stock, offloading 2,344,510 shares and retaining 315,317 shares. This marks a significant portfolio realignment by the institutional investor ahead of the tournament-driven sales cycle.