俄羅斯世界杯于6月14日開幕，各方已為此盛世準(zhǔn)備良久。投資者和分析師已然把啤酒廠家、零售商和廣告商可能得到的好處都算進(jìn)數(shù)據(jù)里了。剩下的還有什么機(jī)會(huì)？

在世界杯月，博彩公司和酒吧的業(yè)績(jī)可能會(huì)受到比賽結(jié)果的影響。如果多場(chǎng)比賽爆冷或平局，莊家就能獲利；如果像巴西一樣的熱門球隊(duì)頻頻獲勝，就不那么如莊家的意了。英國(guó)隊(duì)在比賽中走得越遠(yuǎn)，英國(guó)酒吧的生意就越好。如果澳大利亞成為黑馬，澳大利亞達(dá)美樂披薩公司的銷量就會(huì)上漲。此外，獲勝球隊(duì)的隊(duì)服供應(yīng)商也能從比賽中分一杯羹。

“世界杯的獲勝者往往久負(fù)盛名，遇到重要比賽，他們的球迷更可能會(huì)去酒吧或者在家招待朋友一起看，因而帶動(dòng)了大屏幕電視和酒水的銷量”，倫敦IG集團(tuán)的分析師喬舒瓦·馬霍尼在郵件里說。下文列出了可能受到世界杯影響的行業(yè)清單。

博彩業(yè)

世界杯是Paddy Power Betfair、GVC、William Hill等博彩公司競(jìng)相招徠互聯(lián)網(wǎng)客戶的好時(shí)機(jī)。然而，他們的短期業(yè)績(jī)主要受比賽結(jié)果影響。如果頭號(hào)熱門球隊(duì)巴西在7月15日舉起冠軍獎(jiǎng)杯，博彩公司就得面臨巨額債務(wù)了。因?yàn)榇蠖鄶?shù)大型上市博彩公司都是英國(guó)公司，如果英國(guó)隊(duì)獲勝，他們也會(huì)因?yàn)楸就燎蛎缘臒崆橘r上很多錢。

由于手機(jī)應(yīng)用讓下注變得十分簡(jiǎn)單，本屆世界杯的下注規(guī)模勢(shì)必飆升。開賽前夕，Bet fair下注平臺(tái)就已經(jīng)監(jiān)測(cè)到了“用戶活躍度升高”，預(yù)計(jì)總賭注會(huì)達(dá)到25億英鎊（33億美元）。Taylor Collison的分析員安德魯·歐巴赫說，澳大利亞博彩公司Tabcorp今年世界杯收入預(yù)計(jì)達(dá)到1.4億澳元（1.06億美元），高于2014年的1.26億澳元。

與之相反，世界杯可能會(huì)給賭場(chǎng)帶來短期負(fù)面影響，因?yàn)槿绻€客移情別戀，賭場(chǎng)難免盈利受損。2014年世界杯期間，澳門博彩業(yè)六七月份收入均出現(xiàn)下滑，甚至賽事結(jié)束都沒有好轉(zhuǎn)。上周，德意志銀行調(diào)低了對(duì)永利度假村 (Wynn Resorts) 的估值，原因是世界杯“會(huì)造成部分VIP客戶流失”。

酒吧

如果球隊(duì)殺出小組賽，國(guó)內(nèi)的酒吧肯定會(huì)因?yàn)榇笈蛎杂咳攵鵂I(yíng)業(yè)額上漲。如果球隊(duì)被淘汰，隨之而來的失望情緒可能會(huì)造成相反的效果。Berenberg的分析師稱，世界杯對(duì)Greene King等酒吧經(jīng)營(yíng)公司是個(gè)大福利，券商預(yù)測(cè)這類公司本季度同類銷售增長(zhǎng)將達(dá)2%-3%。

體育用品

優(yōu)勝球隊(duì)服裝供應(yīng)商可能會(huì)因?yàn)橥铌?duì)服銷量激增而出現(xiàn)短期銷售額上漲。2014年世界杯期間，阿迪達(dá)斯售出超過800萬件運(yùn)動(dòng)服，其中200萬件是冠軍德國(guó)隊(duì)的顏色。阿迪達(dá)斯在本屆世界杯贊助了32支球隊(duì)中的12支，包括老牌勁旅阿根廷、西班牙和法國(guó)；競(jìng)爭(zhēng)對(duì)手耐克贊助了巴西、葡萄牙和法國(guó)在內(nèi)的10支球隊(duì)。由于意大利止步淘汰賽，彪馬就只能指望塞內(nèi)加爾、塞爾維亞、瑞士和烏拉圭了。

因?yàn)槭澜绫碳ち讼M(fèi)者對(duì)足球運(yùn)動(dòng)裝備的需求，迪克體育用品（Dick’s Sporting Goods）、JD Sports Fashion 、 Sports Direct International等體育用品零售商也會(huì)看到銷售短暫上漲。

“眾多體育品牌中，阿迪達(dá)斯對(duì)足球投入最多，阿迪也會(huì)因?yàn)橘u出大量球衣和足球成為世界杯最大贏家?！盩elsey Advisory Group的分析師克里斯提娜·費(fèi)南德斯在郵件里說。

直播

摩根大通認(rèn)為，推特會(huì)因?yàn)楹透？怂购献鲗?shí)時(shí)播放世界杯集錦而贏利。MKM Partners分析師羅伯·桑德森說，對(duì)于推特而言，今年世界杯比2014年要重要得多，當(dāng)年世界杯為公司二季度收入貢獻(xiàn)了2400萬美元。世界杯也將給Akamai Technologies等內(nèi)容發(fā)布網(wǎng)絡(luò)服務(wù)商以及為移動(dòng)終端用戶提供直播的廣播電信公司帶來流量。

旅行

Sun Trust分析師內(nèi)福德·可汗說，世界杯球迷會(huì)因?yàn)槌撩噪娨暠荣惗鴽]空做夏日出行計(jì)劃。這可能會(huì)導(dǎo)致繽客公司（Booking Holdings）表現(xiàn)不佳。

電視轉(zhuǎn)播權(quán)

彭博咨詢（Bloomberg Intelligence）稱，因?yàn)槊绹?guó)沒有進(jìn)入小組賽，今年美國(guó)世界杯廣告收入預(yù)計(jì)會(huì)低于2014年。2015年，21世紀(jì)福克斯和康卡斯特（Comcast Corp.）旗下的德來蒙多 （Telemundo）以10億美元拿下了2018和2022年世界杯的轉(zhuǎn)播權(quán)。然而因?yàn)楸荣惔蠖鄶?shù)在凌晨，兩家公司很可能因此受到影響。但彭博咨詢的分析師阿明·本賽德說，德來蒙多受到的影響會(huì)小一些，“因?yàn)槲靼嘌酪嵊^眾仍然會(huì)按時(shí)觀看比賽”。

世界杯周邊產(chǎn)品

FIFA電子游戲廠商美國(guó)藝電公司（Electronic Arts）可能是另外一大贏家。彭博咨詢的馬修·坎特曼在上個(gè)月的文章中提到，他認(rèn)為EA的預(yù)測(cè)可能“較為保守，因?yàn)镕IFA終極球隊(duì)（FIFA Ultimate Team）等在線服務(wù)長(zhǎng)勢(shì)正勁，而世界杯可能會(huì)帶來一波增長(zhǎng)?！?

飲食

泰國(guó)釀酒（Thai Beverage）會(huì)因?yàn)樘﹪?guó)的足球熱賺上一筆。RHB研究所分析師朱麗安娜·蔡認(rèn)為世界杯將刺激酒精飲料的消費(fèi)。去年從俄羅斯獲得43%銷售收入的新加坡公司Food Empire Holdings或許也將從今年世界杯中獲利。

比賽還可能會(huì)刺激澳大利亞達(dá)美樂披薩公司的6月銷售表現(xiàn)。麥格理（Macquarie）已經(jīng)于5月31日將達(dá)美樂的股票評(píng)級(jí)從中性（neutral）調(diào)整為跑贏大盤（outperform）。

股票交易額

亞洲的股票交易者要熬夜看球，不僅會(huì)缺覺，可能還會(huì)丟了生意。預(yù)計(jì)下個(gè)月的股票交易量和用戶活躍度均將出現(xiàn)下滑。交通銀行國(guó)際控股有限公司的首席戰(zhàn)略師Hao Hong說：“人們會(huì)因?yàn)榭词澜绫俗鼋灰?。他們整晚熬夜看球，班都不上了?！保ㄘ?cái)富中文網(wǎng)）

譯者：Agatha

The stage has long been set for soccer’s FIFA World Cup that kicks off in Russia on June 14. Investors and analysts have already factored in the potential benefits for the likes of brewers, retailers and advertisers. So what opportunities remain?

For the likes of betting and pub companies, match results in the month-long competition are likely to have some influence on their financial performance. While bookmakers would benefit from a run of upsets and tied games, too many victories for favored teams such as Brazil would be a setback. The longer that England stays in the tournament, the better for British bar operators. Should Australia surprise, expect a boost for that country’s Domino’s Pizza Enterprises. And the winning team’s uniform supplier will also likely get a benefit.

“The winners from this competition are typically well established, with supporters more inclined to visit pubs for big games, or play host at home, driving up sales of big screen TVs and alcohol,” Joshua Mahony, a market analyst at IG in London, said in an email. Here’s a round-up of sectors that are likely to be affected.

Betting

The tournament will provide fertile ground for bookmakers such as Paddy Power Betfair, GVC Holdings and William Hill in a race to recruit online customers. Though the main influence on short-term financial performance is likely to be the outcome of the games themselves. Should favorite Brazil lift the trophy on July 15, bookmakers could be left nursing hefty liabilities. With most of the big publicly-traded betting companies based in the U.K., victory for England would also prove costly.

The volume of bets placed on the event is set to soar, with smartphone apps making wagering easier than ever before. The Betfair betting exchange has reported “strong levels of activity” in the run-up to the tournament and expects to take 2.5 billion pounds ($3.3 billion) of wagers. Australia’s Tabcorp Holdings may see a revenue gain of up to A$140 million ($106 million) from the competition, more than the A$126 million from Brazil 2014, according to Andrew Orbach, an analyst at Taylor Collison.

By contrast, the World Cup may be a short-term negative for industries like casinos that stand to lose out when gamblers’ attention and money shift elsewhere. During the last competition in 2014, Macau’s gross gaming revenue declined in both June and July and didn’t pick up even after the tournament ended. Deutsche Bank last week trimmed estimates on Wynn Resorts Ltd., saying the World Cup “could cause some VIP softness in June.”

Pubs

Pubs in countries whose teams progress to the tournament’s later stages stand to gain from hosting throngs of jubilant fans. Disappointment caused by an early exit is likely to have the opposite effect. According to Berenberg analysts, the World Cup will be a boon to U.K. pub operators such as Greene King, with the brokerage estimating that some may see a 2% to 3% boost to like-for-like sales for the quarter.

Sports Gear

The maker of the winning team’s uniform can expect a short-term boost from sales of replica shirts. At the last World Cup in 2014, Adidas sold more than 8 million jerseys, including 2 million in the colors of winner Germany. In Russia, Adidas is sponsoring 12 of the 32 teams, including perennial powerhouses Argentina, Spain and Germany, with arch-rival Nike supplying 10 teams including Brazil, Portugal and France. After Italy’s elimination in qualifying, Puma relies on Senegal, Serbia, Switzerland and Uruguay.

Sporting-goods retailers such as Dick’s Sporting Goods , JD Sports Fashion and Sports Direct International can also anticipate a brief bump to sales as the tournament stokes demand for soccer gear.

“Of the athletic brands, Adidas has the most exposure to football and will be the biggest beneficiary through sales of jerseys and soccer balls,” Cristina Fernandez, an analyst with Telsey Advisory Group, tells Bloomberg in an emailed statement.

Livestreaming

JPMorgan Chase & Co. expects Twitter to benefit after the company partnered with Fox Sports to show World Cup highlights in almost real time. This year’s tournament could be a much larger deal for Twitter than it was in 2014, when the event contributed about $24 million of revenue in the second quarter, according to MKM Partners analyst Rob Sanderson. The competition could also provide traffic growth for Akamai Technologies, which helps customers deliver content over the Internet, and for broadcasting and telecom companies that provide real-time streaming to mobile users.

Travel

Fans following the games are more likely to be glued to the TV and may procrastinate planning their summer travel, according to SunTrust analyst Naved Khan. This could potentially lead to weakness for Booking Holdings.

TV Rights

U.S. advertising revenue tied to the World Cup is expected to be lower than in 2014 after the national team failed to qualify, according to Bloomberg Intelligence. Twenty-First Century Fox and Comcast Corp.’s Telemundo secured rights to broadcast the 2018 and 2022 World Cups for about $1 billion back in 2015. The timing of matches — many will be early in the morning — will likely affect both networks too. Telemundo though, will be less impacted overall, “just because Hispanic viewers are still going to tune in,” BI analyst Amine Bensaid says.

World Cup Add-ons

FIFA video-game maker Electronic Arts may be another World Cup winner. Bloomberg Intelligence’s Matthew Kanterman wrote last month that he expects EA’s forecast will probably “prove conservative amid robust growth of live services such as FIFA Ultimate Team, with the World Cup probably driving a boost.”

Food and Beverages

Thai Beverage stands to benefit in soccer-mad Thailand. RHB Research Institute analyst Juliana Cai anticipates the World Cup will stimulate consumption for alcoholic beverages. Singapore’s Food Empire Holdings, which generated about 43% of sales last year from Russia, may also benefit.

The tournament is also likely to support earnings at Australia’s Domino’s Pizza Enterprises in June. Macquarie upgraded the stock to outperform from neutral on May 31.

Trading Volume

Besides losing sleep, Asian traders who have to stay up overnight for matches may also lose business. Trading volume and volatility are expected to slump in the next month. “People watch the World Cup and forget to trade,” said Hao Hong, chief strategist at Bocom International Holdings in Hong Kong. “They watch it overnight and don’t come to work.”