Fanatics has been named as the official on-site retail licensee for the FIFA World Cup 2026, which will span three countries and 16 cities when it takes place in June and July next year.
The tournament will represent one of the largest and most complex retail operations in global sports history, and as such will be the most expansive on-site retail operation that Fanatics has managed to date: In-venue operations will be run during 104 matches across 39 days in Canada, Mexico and the U.S. In addition, Fanatics will create bespoke retail experiences at official FIFA Fan Festival locations in tournament host cities.
“This is an incredibly complex undertaking, with 16 host cities across three countries, but Fanatics sets itself apart through an innovative merchandising approach and proven track record delivering standout results at the world’s biggest events,” said FIFA’s Chief Business Officer Romy Gai in a statement.
The new partnership builds on Fanatics’ collaboration with FIFA during this year’s inaugural FIFA Club World Cup, where the company operated on-site retail across 12 venues in 11 cities, providing key insights that will shape the operations and product strategy for next year’s main event.
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Fanatics to Create Gear for all Participating 48 Countries
Fanatics will work with a variety of brands and official FIFA merchandise partners to develop a robust assortment of fan gear for all 48 participating nations. Additionally, the company said it will utilize its on-demand manufacturing capabilities and global supply chain — which includes local operations throughout Canada, Mexico and the U.S. — to produce quick-strike products that celebrate the unpredictable moments that inevitably arise during any major sporting event.
“The FIFA World Cup 2026 presents an extraordinary opportunity to delight fans at the world’s biggest sporting event with our unique capabilities,” said Andrew Low Ah Kee, CEO of Fanatics Commerce in a statement. “We’re bringing together our expertise across event and physical retail operations, buying and merchandising, product creation and rapid production to serve millions of fans in real-time. This is exactly the kind of challenge our team loves — supporting the world’s fans through the joy of sport.”
