Sports Direct has partnered with London quick commerce platform Zapp to deliver official FIFA World Cup 2026 merchandise across the British capital in as little as 20 minutes, around the clock, for the duration of the tournament.
Selected products from the retailer’s World Cup range are available now via Zapp. Customers can combine merchandise with drinks and snacks in a single order.
With the tournament hosted across the United States, Canada and Mexico, many fixtures kick off late at night for UK viewers, outside Sports Direct’s store opening hours. Zapp’s data suggests the opportunity: the platform says 78 percent of its football-related orders are placed within 90 minutes of kickoff, mainly outside retail hours.
Rowan Lawson, Commercial Director at Zapp, said football-related searches on the platform have risen more than 300 percent since the national teams “landed in the US,” and that Zapp expects thousands of London customers to order during matches. England fixtures are expected to rank among the busiest events of the year on the platform.
The partnership follows the launch of Sports Direct’s World Cup 2026 campaign “When Football Was Football,” which leans on nostalgia and shared tournament memories.
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