Fanatics announced on Dec. 4 that it will exclusively operate retail experiences at all stadiums and official fan festivals during the FIFA World Cup 2026™, marking a major expansion of its global sports merchandising footprint.
The agreement covers on-site retail across 16 host cities in the US, Canada, and Mexico, as well as fan festival activations, offering fans access to official FIFA World Cup 2026™ merchandise, apparel and collectibles. Fanatics will design and manage physical retail spaces, pop-up shops, and experiential zones, aiming to deliver a seamless shopping experience for millions of attendees.
The partnership builds on Fanatics’ existing relationship with FIFA, which includes e-commerce and event retail operations for previous tournaments. “We are thrilled to deepen our collaboration with FIFA and bring an elevated retail experience to the world’s biggest sporting event,” said a Fanatics spokesperson.
Fan Engagement and Merchandising Trends
Retail activations at FIFA 2026 are expected to focus on sustainability, customization, and collectibles. Fanatics plans to integrate digital tools for personalized jersey printing and offer limited-edition items tied to match-day experiences. Collectibles, including player-signed memorabilia and exclusive event merchandise, are anticipated to drive demand among global fans.
The FIFA World Cup 2026 will be the largest in history, featuring 48 teams and matches across North America. Fanatics’ involvement underscores its strategy to integrate commerce, collectibles, and fan engagement at major global events.
About Fanatics and Fanatics Commerce
Fanatics is a leading global digital sports platform, operating across licensed merchandise, collectibles and betting. The company partners with over 900 sports properties worldwide.
Fanatics Commerce designs, manufactures, and sells licensed fan gear, jerseys, lifestyle and streetwear products, headwear, and hardgoods. It operates a vertically integrated platform combining digital and physical capabilities for leading sports leagues, teams, colleges, and associations globally, as well as its flagship site, www.fanatics.com. Its partnerships span major leagues and organizations, including the NFL, NBA, MLB, NHL, MLS, Formula 1, FIFA, IOC, UEFA and top clubs and colleges worldwide.
