# Retail impact of the 2026 World Cup

> Live situation record from CLSTR: https://clstr.news/situations/retail-impact-of-the-2026-world-cup
> Updated: 2026-08-10T21:42:00.000Z. Sources: 8. Developments: 2.

Retailers in New Zealand and Brazil have reported significant financial performance driven by consumer interest in the 2026 World Cup.

In New Zealand, Briscoe Group Limited saw a 0.25 percent revenue increase to approximately $193 million for the second quarter of 2026. This growth was primarily fueled by a 4.84 percent rise in its sporting-goods division, which manager Rod Duke linked to the FIFA World Cup and various local sporting events.

In Brazil, Grupo SBF reported a 62.7 percent increase in adjusted net profit for the same period, reaching R$ 141.9 million. The company achieved record consolidated net revenue of R$ 2.2 billion, driven by the sale of over 1.5 million tournament-related items. CEO Gustavo Furtado noted that the results were the product of a new growth cycle and strategic planning that began over a year in advance.

## Timeline

### 2026-08-10: Grupo SBF reports 63% profit increase driven by World Cup sales

Grupo SBF reported a 62.7% increase in Q2 2026 adjusted net profit to R$ 141.9 million, driven by record sales of sports merchandise during the 2026 World Cup.

6 sources. https://clstr.news/cluster/grupo-sbf-reports-63-profit-increase-driven-by-world-cup-sales

### 2026-08-02: Briscoe Group posts modest sales growth as World Cup lifts sporting goods

Briscoe Group posted modest sales growth in Q2 2026, with group sales up 0.25% to $193 million and sporting goods rising 4.84% on World Cup excitement, while homewares fell; net profit forecast at least $27 m.

2 sources. https://clstr.news/cluster/briscoe-group-posts-modest-sales-growth-as-world-cup-lifts-sporting-goods

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Cite as: Retail impact of the 2026 World Cup. CLSTR, https://clstr.news/situations/retail-impact-of-the-2026-world-cup