Fanatics to Exclusively Operate FIFA World Cup 2026™ Stadium and Fan Festival Retail Experiences
Fanatics’ global special event business to power retail at 104 matches and additional FIFA Fan Festival events in 16 cities across three countries
Fanatics, a global sports platform and leading provider of licensed sports merchandise, today announced that it was selected by FIFA to serve as the official on-site retail licensee for the FIFA World Cup 2026™. This tournament represents one of the largest and most complex retail operations in global sports history with Fanatics managing in-venue retail operations for 104 matches across 39 days in Canada, Mexico and the United States.
The FIFA World Cup 2026 marks the first time the tournament has spanned three countries simultaneously and will feature an expanded field of 48 competing nations with matches hosted across 16 cities. In addition to in-venue retail, Fanatics will also build out bespoke retail experiences at official FIFA Fan Festival locations within host cities, creating even more opportunities for fans to shop their favorite country and player apparel as they gather to celebrate the global game on the world’s biggest stage.
“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.”
Given the unprecedented passion that runs throughout the FIFA World Cup 2026 and its fans, Fanatics will work with a variety of world-class brands and official FIFA merchandise partners to curate a robust fan gear assortment for all nations. The company will utilize its on-demand manufacturing capabilities and global supply chain – including local market operations throughout Canada, Mexico and the U.S. – to produce quick-strike products that celebrate unpredictable moments that regularly arise during the tournament. This approach enables rapid production and replenishment of core products as teams advance while capitalizing on the unforgettable moments that define the FIFA World Cup.
“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’s Chief Business Officer, Romy Gai.
This 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. The FIFA Club World Cup provided key insights that will shape the operations and product strategy for next year’s showcase, ensuring an incredible physical retail experience.
The FIFA World Cup 2026 will be the most expansive on-site retail operation that Fanatics has managed to date.