The 2026 FIFA World Cup will see a major shift in how fans shop for jerseys, hats, and other gear — FIFA has named Fanatics as the official on‑site retail licensee for the tournament that spans three countries and 16 host cities across the United States, Canada and Mexico.
Retail on a Massive Scale
Fanatics will manage retail operations across all 104 matches running over 39 days, providing merchandise and fan gear in stadiums and at official Fan Festival locations.
The deal is the most expansive retail operation Fanatics has ever handled. As part of the agreement, the company will provide licensed gear for all 48 national teams participating in the tournament — from match‑day jerseys to hats, scarves and other fan apparel.
Supply Chain & “Quick‑Strike” Strategy
To meet high demand and react fast to fan excitement, Fanatics said it will leverage its on‑demand manufacturing capabilities and global supply‑chain infrastructure — including local operations in the U.S., Mexico and Canada — to roll out “quick‑strike” product drops. That allows the company to respond quickly to team performance or viral moments with new merchandise.
According to Fanatics Commerce CEO Andrew Low Ah Kee, this strategy aims to deliver “real‑time” fan gear to spectators and capitalize on the unique energy surrounding the World Cup’s matches.
Bigger Context — Retail, Sponsorship & Fandom
The 2026 tournament — the first to feature 48 teams and 104 matches in a three‑country co‑host format — is driving scaling across multiple fronts: infrastructure, broadcasting, logistics, and retail.
Brands, sponsors, and retail players are ramping up ahead of the World Cup to capture a global audience, with Fanatics emerging as a central figure in on‑ground sales and fan engagement.
For fans and collectors, the Fanatics deal signals better access to official gear before and during the tournament — including host‑city apparel, team kits, and commemorative merchandise — via both in‑venue stores and online channels.
