Fanatics to Power On-Site Retail for FIFA World Cup 2026

Fanatics will turn stadiums and fan zones into the largest World Cup retail arena in history.

A Historic World Cup Demands a Massive Retail Operation

Fanatics has been selected by FIFA as the official on-site retail licensee for the FIFA World Cup 2026.

Under this agreement, Fanatics will run in-venue retail for all 104 matches. The tournament spans across 39 days of play in the United States, Canada, and Mexico.

This makes it the most expansive on-site retail project in the company’s history.

The 2026 tournament is historic in itself. It will be the first World Cup ever staged in three countries at once.

It is also the first to feature 48 competing nations, with matches spread across 16 host cities. In addition to stadium operations, Fanatics will also operate retail experiences at official FIFA Fan Festival locations in those cities.

This extends access to fans who may not have match tickets but still want the full tournament atmosphere.

What Fanatics Will Bring to Fans on the Ground

Fanatics plans to collaborate with a range of brands and official FIFA merchandise partners. The goal is to curate deep, nation-specific assortments and event collections. Fans can expect:

• Team jerseys, scarves and caps for all 48 nations

• Tournament-branded apparel and accessories

• Collectibles and commemorative items celebrating key moments

Quick-release (“quick-strike”) products will also play a major role.

Using its on-demand manufacturing infrastructure and global supply chain, including operations in the U.S., Canada and Mexico, Fanatics will be able to respond in near real time as the story of the tournament evolves whether that’s a breakout star, a stunning upset or a record-breaking performance.

FIFA’s View on the Partnership

“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. However, Fanatics sets itself apart through an innovative merchandising approach and proven track record” stated Romy Gai, FIFA Chief Business Officer.

Romy Gai added “They deliver standout results at the world’s biggest events. We’re excited to work together as we celebrate the beautiful game next June-July”.

This statement underscores FIFA’s confidence in Fanatics’ ability to handle both the logistical complexity and the creative demands of the world’s largest single-sport event.

Building on Proven World-Stage Experience

The strengthened partnership follows Fanatics’ work with FIFA at the inaugural FIFA Club World Cup 2025.

Fanatics managed on-site retail across 12 venues in 11 cities during that event. That experience demonstrated the company’s ability to deliver consistent, high-quality fan experiences across multiple locations. Despite the tight timelines, they achieved success.

For the 2026 World Cup, those learnings will scale up dramatically. There will be more venues, more nations, and more fans than ever before.

What This Means for Global Fans in 2026

For supporters traveling to North America or gathering in host cities, Fanatics’ role means:

• Robust in-stadium shops at every one of the 104 matches

• Immersive retail at official Fan Festivals

• Deep assortments tailored to local and traveling fanbases

• Fast-turn, moment-driven merchandise that reflects the live drama of the tournament

As the World Cup expands to three countries and 48 teams, Fanatics is set to turn the passion in the stands and fan zones into lasting keepsakes.

This will make the 2026 edition not only the biggest World Cup ever, but also one of the most memorable from a fan experience standpoint.