‘Extraordinary Opportunity’: FIFA Signs Fanatics To Exclusive World Cup Retail Deal
Thursday, December 4, 2025 at 07:45PM By Barry Janoff
December 4, 2025: Calling it “the most expansive on-site retail operation it has managed to date,” Fanatics has signed a deal to serve as the official on-site retail licensee for the FIFA World Cup 2026.
The worldwide sports platform and provider of licensed sports merchandise said the tournament “represents one of the largest and most complex retail operations in global sports history with Fanatics managing in-venue retail operations for 104 matches across 39 days in Canada, Mexico and the United States.”
Financial terms of the deal were not disclosed.
“The FIFA World Cup 2026 presents an extraordinary opportunity to delight fans at the world’s biggest sporting event with our unique capabilities,” Andrew Low Ah Kee, CEO for Fanatics Commerce, said via the company.
“We’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.”
The FIFA World Cup 2026 marks the first time the tournament will span three countries simultaneously and feature an expanded field of 48 competing nations with matches hosted across 16 cities.
In addition to in-venue retail, Fanatics said it would “build out bespoke retail experiences at official FIFA Fan Festival locations within host cities, creating even more opportunities for fans to shop their favorite country and player apparel as they gather to celebrate the global game on the world’s biggest stage.”
This partnership builds on Fanatics’ collaboration with FIFA during this year’s inaugural FIFA Club World Cup, where the company operated on-site retail across 12 venues in 11 cities.
Fanatics said the FIFA Club World Cup “provided key insights that will shape the operations and product strategy for next year’s showcase, ensuring an incredible physical retail experience.”
Fanatics plans to work with a variety of world-class brands and official FIFA merchandise partners to “curate a robust fan gear assortment for all nations.”
The company said it would utilize its on-demand manufacturing capabilities and global supply chain — including local market operations throughout Canada, Mexico and the U.S. — to “produce quick-strike products that celebrate unpredictable moments that regularly arise during the tournament.
“This approach enables rapid production and replenishment of core products as teams advance while capitalizing on the unforgettable moments that define the FIFA World Cup,” according to Fanatics.
“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,” FIFA’s chief business officer Romy Gai said via the organization.
"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,”
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