FIFA teams up with Fanatics for World Cup 2026

The Fédération Internationale de Football Association (FIFA), the world football–governing body, has announced a partnership with Fanatics, an international e-commerce and merchandising company.

Fanatics will thus operate across all stadiums and fan festivals throughout the 2026 FIFA World Cup. Serving as an Official On-Site Retail Licensee, Fanatics will handle all in-venue retail operations, as well as host exclusive and unique retail experiences at the official fan festivals. 

Additionally, Fanatics will work with a host of global brands and official FIFA merchandise partners to create exclusive fan gear for all the participating national teams, using its on-demand manufacturing capabilities and global supply chain to quickly deliver products. 

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.”