Fanatics has scored a deal to be the official on-site retail licensee for the FIFA World Cup 2026.

Its deal with FIFA means the sports platform will manage the in-venue retail operations for 104 matches over 39 days in Canada, Mexico and the United States. The tournament starts on June 11 and run through July 19.

The upcoming event will mark the first time the tournament has spanned three countries simultaneously and will feature an expanded field of 48 competing nations with matches hosted in 16 cities. In addition to in-venue retail, Fanatics will also create retail experiences at official FIFA Fan Festival locations within the host cities.

“We’re bringing together our expertise across event and physical retail operations, buying and merchandising, product creation, and rapid

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