With the UEFA European Football Championship coming up, you could forgive Societe Generale SA's European equity strategists for taking stock of what's on the pitch rather than in the market.
But a team led by Head European Equity Strategist Roland Kaloyan keeps their eyes on the prize—the vast amount of money that'll be changing hands at the month-long event taking place in France starting on June 10.
It's the pinnacle of European footballing championships, with 24 national teams from around Europe competing to reach the final at the Stade de France in Paris.
"More than 2.5 million fans (1.5 million foreign visitors), are expected to attend the matches, and it is estimated that the fans will spend a total of €1 billion during the tournament," write the strategists.
Once you throw television rights, sponsorships (from firms such as Adidas AG and The Coca-Cola Co.), as well as ticket revenues and the like into the mix, the 51-match extravaganza becomes a multi-billion euro event.
In the spirit of the occasion, the SocGen analysts selected a group of companies they expect will have a good run of form thanks to the legions of travelers, hotel-dwellers, and suds-swillers descending on France:
These companies come from a variety of sectors, including hotels, transport, textiles, gambling, and media.
"We have selected the most liquid stocks that we estimate could see the most impact from the UEFA EURO 2016," they write.
All of these companies are rated 'buy' or 'hold' by SocGen's analysts, or are not covered by the firm.
For people who wish to make a more binary bet on the outcome of the football tournament, the strategists select the hosts—France—as their pick to win.