Fanatics tapped as World Cup 2026 partner; to open 'retail experiences'
FIFA has selected a retail partner ahead of the world’s largest sporting event next year.
Sports merchandise brand Fanatics will serve as the official on-site retail licensee of the FIFA World Cup 2026, which will feature 104 matches across 39 days next summer in Canada, Mexico and the United States. In addition to in-stadium retail operations at 16 venues across North America, including in Los Angeles, New York & New Jersey, Atlanta, Miami and more, Fanatics will also open retail experiences at official FIFA Fan Festival locations within host cities, creating more opportunities for fans to shop their favorite country and player apparel.
Fanatics says it will work with a variety of brands and official FIFA merchandise partners to curate a “robust fan gear assortment” for all 48 competing nations. The company will utilize its on-demand manufacturing capabilities and global supply chain to produce “quick-strike products” that celebrate the unpredictable moments of the World Cup.
Fanatics is the official apparel retail operations partner of the NBA, MLB, NFL, NHL, NCAA, MLS, several Premier League clubs, along with PSG, Inter Milan and Juventus.
“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. “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.”
The World Cup partnership builds on Fanatics’ successful 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. Fanatics says the FIFA Club World Cup provided “key insights” that will shape the operations and product strategy for next year’s event.
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“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,” said Romy Gai, FIFA’s chief business officer. “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.”
