Fanatics was selected by FIFA to be the official on-site retail licensee for the FIFA World Cup 2026.
Per the agreement, Fanatics will manage in-venue retail operations for 104 soccer matches across the 39 days of play in the U.S., Canada and Mexico, the most expansive on-site retail operation that Fanatics has managed to date.
The upcoming FIFA World Cup 2026 will be the first time the tournament has been played in three countries simultaneously and include an expanded field of 48 competing nations with matches hosted across 16 cities. Fanatics will also host retail experiences at official FIFA Fan Festival locations within the host cities.
Fanatics reported it will work with various brands and official FIFA merchandise partners to curate merchandise across nations to bolster the fan experience. As part of the agreement, Fanatics will also tap into its “on-demand manufacturing capabilities and global supply chain, including local market operations in the U.S., Canada and Mexico, to produce quick-strike products as the need arises during the games.
“As we approach the FIFA World Cup 2026, we’re thrilled to partner with Fanatics to create many world-class retail experiences throughout the tournament. 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. We’re excited to work together as we celebrate the beautiful game next June-July,” said FIFA Chief Business Officer Romy Gai.
The extended partnership builds on Fanatics’ collaboration with FIFA during the 2025 inaugural FIFA Club World Cup, where it operated on-site retail across 12 venues in 11 cities.
Image courtesy FIFA Wold Cup
