Fanatics has secured the retail and merchandising rights for the 2026 FIFA World Cup, the company announced Thursday. The tournament will feature 104 matches across 16 stadiums in the U.S., Canada, and Mexico next summer.
Andrew Low Ah Kee, CEO of Fanatics Commerce, the company’s manufacturing and retail division, called the World Cup “the biggest sporting event in the world” and noted that while Fanatics has handled retail operations at major international events—including MLB’s Tokyo Series, the NFL’s international games, the NHL’s Four Nations tournament, and UEFA Euro 2024 in Germany—this marks its largest undertaking yet. Fanatics also managed retail for FIFA’s Club World Cup across the U.S. last year.
Under the deal with FIFA, Fanatics will manage in-venue retail operations at all 16 stadiums, most of which are NFL venues seating over 60,000 fans. The company will also operate retail areas in stadium parking lots and at FIFA fan festivals in host cities, with more than 2,000 point-of-sale locations planned during the tournament.
Low Ah Kee said the scale and complexity of the 39-day event, which accommodates 48 national teams, present challenges but emphasized that Fanatics is well-prepared, having previously worked in all the World Cup venues. The company plans to capitalize on key matchups and tournament moments with quick-turn merchandise and limited-edition products.
Fanatics has expanded its soccer-focused retail operations, partnering with Major League Soccer, a quarter of Premier League clubs, top international clubs like PSG, Inter Milan, and Juventus, and national teams including Argentina, England, France, Belgium, and Germany. Low Ah Kee highlighted that these partnerships give Fanatics insights into soccer fans’ preferences, enabling more fashion-forward products and popular items like scarves.
The company is actively coordinating with partners, manufacturers, and vendors to ensure products remain well stocked for what it expects to be an unprecedented retail event. Fanatics’ work for the 2026 World Cup will also serve as preparation for overseeing retail operations at the 2028 Los Angeles Summer Olympics.