Back of the net! Fanatics inks FIFA World Cup 2026 stadium and fan festival retail experiences deal
Fanatics, a sports platform and provider of licensed sports merchandise, has been selected by FIFA to serve as the official on-site retail licensee for the FIFA World Cup 2026.
It will be managing in-venue retail operations for 104 matches across 39 days in Canada, Mexico and the United States.
The FIFA World Cup 2026 marks the first time the tournament has spanned three countries simultaneously and will feature an expanded field of 48 competing nations with matches hosted across 16 cities. In addition to in-venue retail, Fanatics will also build out bespoke retail experiences at official FIFA Fan Festival locations within host cities.
“The FIFA World Cup 2026 presents an extraordinary opportunity to delight fans at the world’s biggest sporting event with our unique capabilities,” says Andrew Low Ah Kee, CEO at Fanatics Commerce.
“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.”
Fanatics will utilise its on-demand manufacturing capabilities and global supply chain, including local market operations throughout Canada, Mexico and the US, to produce quick strike products celebrating unpredictable moments that arise during the tournament.
“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,” says FIFA’s Chief Business Officer, Romy Gai.
“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.”
2025 RTIH INNOVATION AWARDS
Physical retail was a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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