OPERATIONS
REAL-TIME RETAIL
Fanatics has been selected by FIFA as the official on-site retail licensee for the 2026 World Cup. The company says this is one of the“ largest and most complex retail operations in global sports history”. It will manage in-venue retail operations for 104 matches across 39 days.
“ 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 of 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.”
FIFA’ s Chief Business Officer Romy Gai says:“ 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.”
Fanatics says it will use its on-demand manufacturing capabilities and global supply chain to produce merchandise that celebrates unpredictable moments that arise during the tournament.
140 June 2026