FIFA signs new deal with Fanatics for World Cup 2026

FIFA has recently announced a new partnership with international e-commerce and merchandising company, Fanatics who will operate on-ground at all the stadiums and fan festivals during the FIFA World Cup 2026. Serving as an Official On-Site Retail Licensee, Fanatics will handle all in-venue retail operations and also host exclusive and unique retail experiences at the official fan festivals. 

Fanatics will also work with a host of global brands and official FIFA merchandise partners to create exclusive fan gear for all the competing countries. They will also use their on-demand manufacturing capabilities and global supply chain to produce products instantly highlighting the best moments from the event. 

Romy Gai, Chief Business Officer, FIFA, said,

“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.”

Andrew Low Ah Kee, CEO of Fanatics Commerce, commented,

“The FIFA World Cup 2026 presents an extraordinary opportunity to delight fans at the world’s biggest sporting event with our unique capabilitiesWe’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.”