Fanatics has struck a deal to run retail and merchandising for the 2026 FIFA World Cup, the company announced Thursday.
The global competition will see 104 matches played in 16 stadiums across the U.S., Canada and Mexico this coming summer.
“There is no larger sporting event in the entire world than the World Cup … we’ve been doing a lot of events; this is the biggest one we’ll have done yet,” said Andrew Low Ah Kee, CEO of Fanatics Commerce, the company’s manufacturing and retail arm.
Over the last several years, Fanatics has overseen retail operations at international sporting events like MLB’s Tokyo Series, the NFL’s slate of international games, the NHL’s Four Nations tournament and UEFA’s Euro 2024 in Germany. Fanatics was also the retail partner of FIFA’s Club World Cup tournament across the U.S. last summer.
As part of its deal with FIFA for the 2026 tournament, Fanatics will oversee the in-venue retail operations across all 16 locations, which are mostly NFL stadiums with seating capacity of more than 60,000 fans.
