Business

Why the 2026 FIFA World Cup is a billion-dollar retail boom

By Fernanda Tronco TheStreet

The 2026 FIFA World Cup will be the largest tournament in the competition's history. Hosted jointly for the first time by the U.S., Canada, and Mexico, the tournament will span 16 cities, feature 48 national teams, and include 104 matches over 40 days.

FIFA continues to describe the World Cup as the world's most-watched sporting event. The 2022 tournament in Qatar attracted record-breaking attendance and global television audiences, underscoring the competition's unmatched international reach and commercial value.

As the tournament approaches, FIFA is positioning the World Cup as more than a soccer competition. The organization is increasingly framing the event as a cultural platform that intersects with fashion, food, music, entertainment, and community engagement.

"The real creativity is in identifying how I can reach somebody who might not be interested in soccer," said FIFA World Cup 2026 NYNJ Host Committee Chief Marketing & Communications Officer Bettina Garibaldi during the Meltwater Summit 2026, which was attended by TheStreet. "My job is to ensure we are creating and designing moments and experiences that people want to be a part of."

That broader cultural positioning is creating new opportunities for retailers. Rather than viewing the World Cup solely through the lens of sports fandom, brands are leveraging the tournament's global visibility to strengthen brand awareness, connect with new audiences, and drive merchandise sales during one of the year's most prominent consumer events.

Retailers roll out 2026 FIFA World Cup-inspired collections

The strategy comes at a time when many retailers are searching for new ways to differentiate themselves in a highly competitive and economically challenging marketplace.

According to McKinsey & Company's State of Fashion 2026 report, the global fashion industry is expected to deliver only low-single-digit growth, with ongoing macroeconomic uncertainty, tariff pressures, and increasingly value-conscious consumers weighing on performance.

Against that backdrop, several major brands have launched World Cup-themed and officially licensed merchandise collections to capitalize on growing consumer excitement ahead of the tournament while tapping into one of the world's largest sports audiences.

Aéropostale is introducing a 57-piece collection inspired by some of the world's most recognizable soccer nations, including the U.S., Mexico, Brazil, Italy, France, Argentina, and Spain. The collection also features apparel tied to globally recognized clubs such as FC Barcelona, Real Madrid, Paris Saint-Germain, Chelsea, and Manchester City. The line is currently available in stores and launches online on June 3, with prices ranging from $14 to $54 and select items discounted by up to 60%.

PacSun has launched an officially licensed 15-piece FIFA World Cup collection priced between $45 and $90, available online and in stores.

Puma has partnered with designer Salehe Bembury on its new TRVL WEAR collection, available beginning June 4. The streetwear-inspired lineup highlights 11 national federations that have qualified for the tournament, and products are priced from $60 to $240.

Adidas (ADDDF), one of FIFA's longest-standing commercial partners, has unveiled its FIFA World Cup 26 merchandise offering, featuring apparel and accessories across multiple national teams, including authentic jerseys for adults, kids, and pets.

Meanwhile, several multi-brand retailers have created dedicated shopping destinations that consolidate officially licensed merchandise from numerous brands and teams, making it easier for customers to browse and compare products in one place.

Examples include:

The merchandising push reflects retailers' efforts to capture spending from both dedicated soccer fans and casual consumers who are expected to engage with the tournament through events and celebrations.

Timothy A. Clary / AFP via Getty Images

Why sports are becoming a retail growth strategy

Retailers' growing focus on sports reflects broader industry shifts.

Many companies are navigating softer consumer spending, rising operating costs, and declining store traffic. In response, brands are expanding beyond traditional retail marketing and investing in lifestyle-driven initiatives that foster deeper customer engagement and long-term loyalty.

Sports have emerged as one of the most effective channels for achieving those goals. Few forms of entertainment generate the same level of emotional connection, community participation, and repeat engagement as sports, making them particularly attractive for brands seeking relevance in an increasingly crowded marketplace.

According to a survey from the Siena College Research Institute and St. Bonaventure University's Jandoli School of Communication, 70% of Americans identify as sports fans.

Consumer spending data further illustrates the opportunity. Americans spend an average of $1,122 annually on sports-related activities and purchases, including equipment, apparel, event attendance, and associated experiences, according to Bank of America's 2024 Market Landscape Insights study.

The economic impact is also evident globally.

FIFA generated nearly $7.6 billion in revenue during the 2019-2022 cycle, representing an 18% increase from the previous period and highlighting the growing commercial value of global soccer, according to FIFA's records.

The 2022 FIFA World Cup in Qatar also marked FIFA's largest licensing and retail program to date, with licensing-rights sales totaling $769 million during the same cycle, up 28%.

To further expand its direct-to-consumer business, FIFA launched its global e-commerce platform, store.fifa.com, offering merchandise tied to the World Cup and the organization's broader portfolio of competitions and properties.

The revenue growth highlights how sports organizations are increasingly monetizing fan engagement through licensing, merchandising, and direct-to-consumer commerce, creating new opportunities for retailers seeking growth outside traditional apparel categories.

Here's some of my previous coverage on sports and retail collaborations:

According to McKinsey & Company's 2025 Sporting Goods report, the industry faced a challenging environment in 2024, with softer growth prospects, persistent inflation, and cautious consumer spending testing companies' resilience.

Despite these headwinds, the sporting goods industry maintained a 7% annual growth rate from 2021 through 2024. Growth is expected to moderate slightly to 6% annually between 2024 and 2029, driven by a slower expansion across Asia–Pacific, Western Europe, and Latin America.

Boston Consulting Group analysts argue that fan engagement is becoming increasingly important as sports organizations diversify revenue streams beyond media rights and sponsorships.

"The teams and leagues that successfully deepen fan engagement will operate more valuable and balanced revenue portfolios," wrote Boston Consulting Group analysts. "They will be less exposed to fluctuations in media rights cycles and better positioned to capture incremental revenue opportunities."

With more than 6.5 million visitors expected across host cities and billions of global viewers anticipated, retailers view the 2026 FIFA World Cup as one of the largest consumer merchandising opportunities of the decade, capable of driving engagement, strengthening brand relevance, and generating incremental sales in an otherwise challenging retail environment.

Related: Why F1's sponsorship boom is nearing $3 billion

The Arena Media Brands, LLC THESTREET is a registered trademark of TheStreet, Inc.

This story was originally published June 3, 2026 at 10:03 AM.

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