Football fans are set to drink an extra 1 billion pints of beer during the expanded 48-team World Cup, featuring 104 matches across the US, Canada, and Mexico. The tournament represents a critical opportunity for the beleaguered brewing industry, which faces cost inflation, sluggish demand, and long-term decline.

AB InBev stands to gain most as a tournament sponsor with strong presence in host nations, followed by Heineken with a projected 0.27% sales uplift. Carlsberg, with limited Americas exposure, expects just 0.15% growth. The World Cup is forecast to boost annual sales volumes by 0.2-0.3% for 2026.

Brewers face inventory challenges as they must stock beer without knowing which teams will advance. The tournament comes as global beer sales fell 1% in 2025, with brewers responding through diversification into no- and low-alcohol options. This World Cup offers a rare positive catalyst for an industry struggling with health-conscious consumer trends.