Fanatics has secured a deal to handle retail and merchandising for the 2026 FIFA World Cup, which will feature 104 matches across 16 stadiums in the U.S., Canada, and Mexico. The company’s CEO, Andrew Low Ah Kee, touts this as Fanatics’ largest event yet, following successful retail operations at other major sporting events. Fanatics will manage in-venue retail, parking lot operations, and fan festival locations during the tournament, with over 2,000 point-of-sale locations expected. The company aims to capitalize on the tournament’s momentum by creating quick-strike products and limited merchandise. Fanatics has strong partnerships within the soccer world, including with MLS, Premier League clubs, and national teams like Argentina and Germany. The company is already in talks with partners and vendors to ensure ample product supply for what could be a record-breaking retail moment. Fanatics’ success with the 2026 World Cup will pave the way for its involvement in the 2028 Los Angeles Summer Olympics.

Read more at CNBC: 2026 FIFA World Cup: Fanatics lands merchandising deal