
The World Cup kicks off this week, with Russia hosting FIFA’s quadrennial footballing spectacle. An estimated 3.4 billion viewers are set to tune in to watch some of sport’s biggest stars vie for international glory. On the surface, that type of exposure would appear to be invaluable to the host nation. However, most studies do not find any material economic benefit to hosts of large international events such as the World Cup. Asset prices are a slightly different story. Hosts’ equity markets tend to rally ahead of the event. Of the five previous hosts, only one, Brazil, did not experience