Licensees Kick Off World Cup Season

The FIFA World Cup comes to North America, in locations across the U.S., Canada, and Mexico, from June 11 through July 19, 2026. This year’s event takes place in one of the world’s biggest consumer markets and, in the case of the U.S., one of the fastest-growing markets for soccer. The competition has also expanded this year to 48 teams from 32, resulting in 104 matches over 39 days. Licensees and retailers hope these factors contribute to robust sales of World Cup merchandise in the markets where the matches are being held, the home countries of the competitors, and beyond. 

In addition to the many global manufacturers already on board as licensees of the governing body, FIFA, and World Cup 2026, here are some of the official licensing, retailing, and distribution partners who have added, expanded, or renewed agreements in the last six months: 

• Roblox expanded its partnership with FIFA to launch an immersive game ahead of the World Cup. The initiative is a collaboration with developer Gamefam, which is rebranding its Super League Soccer title to FIFA Super Soccer. The game features 14 Adidas partner football clubs, which allows players to unlock official Adidas team gear for their avatars. FIFA has worked with Roblox on other ventures since 2022, including a successful limited-time FIFA takeover of Super League Soccer. 

• Fanatics was named the on-site retail licensee for World Cup 2026 across all three countries, managing shops at the 104 matches as well as FIFA Fan Festivals in 16 cities. Fanatics expects to collaborate with official licensees and other global brands to offer fan gear for all participating nations as well as produce quick-strike products that can be replenished fast and capitalize on key and unexpected moments. 

• Zuru added World Cup 2026 to its 5 Surprise Ballers collectible brand extension, which already features the NBA. Thirty-three players, as well as all the host nations and winning teams from throughout the years, are included in the line. Rare and super rare pieces, such as those capturing iconic player celebrations, are also featured. 

• Delphi Interactive is bringing back FIFA football simulation games, available exclusively through Netflix Games. Previously, Electronic Arts was the organization’s video game licensee, with its last release being EA Sports FIFA 2023, before a licensing dispute ended that partnership. The newest game is reimagined and is meant to be accessible for all fans, not just hard-core gamers. 

• SanDisk is launching a range of World Cup 2026-branded, whistle-shaped USB-C flash drives, portable drives, and memory cards, each featuring the logos, colors, and other brand elements of the event. 

• Jazwares signed a license with FIFA as the global purveyor of World Cup 2026 mascot plush, with additional rights for collectibles, wearables, and novelties. The plush will include the three core mascots (one for each country). Jazwares will also market limited-edition collectible products available only on-site at the matches. 

• Allive Creative this week was named the exclusive retail distributor of World Cup 2026 merchandise in Korea via master licensee Xiaowei, selling merchandise supplied by a Chinese-based licensee with global rights, Wagon International. The latter has been making World Cup products since the 1994 event and now has rights for 100 countries. Products include key rings, pins, mugs, bags, scarves, stickers, tumblers, and more.  

• The Lego Group paired with FIFA for building kits, with the first SKU being a 2,842-piece kit of the Official World Cup trophy in actual size, with a hidden scene inside that is accessed through the top of the trophy’s globe. An exclusive minifigure holding a mini Cup is also included, along with other extras. The Cup is made mostly from gold elements, including both drum-lacquered and molded gold pieces.

In addition to these officially licensed FIFA World Cup products, watch for officially licensed merchandise tied to the national teams that are in the tournament, such as Nike’s eight-year renewal with the French Football Federation starting in 2026. Also on the rise are ventures tied to other soccer-related properties, such as Reebok pairing with footballer Duśan Vlahović as part of its efforts to grow its soccer business, or Pudgy Penguins pairing with Manchester City for a limited-edition hoodie-and-collectible figure set. These are not affiliated with FIFA or the World Cup but could benefit from the high profile of the sport this summer.

Collaborations that feature soccer themes but are not connected to any specific football-related IP are also on the upswing, such as BAPE and adidas Originals pairing for another Football Collective Collection of retro-look, football-inspired jerseys. 

This year’s World Cup has been facing some headwinds, including immigration challenges in the U.S., recent cartel violence in Mexico, geopolitical issues such as the Iran War (which may result in Iran being the first qualifying team to pull out of the event since 1948), very high ticket prices, and even a lack of security funding for U.S. host cities from the Department of Homeland Security and Federal Emergency Management Association, due to the U.S. government shutdown. (The last was recently resolved, with funding released on March 18.)

Licensees and retailers are hoping none of these potential disruptions will have a negative impact on sales of products tied to (or timed to) one of the biggest global sporting events there is.