Sports merchandise giant Fanatics has landed the on-site retail license for the 2026 FIFA World Cup, which will see 104 matches played across 16 stadiums in the U.S., Canada and Mexico next summer, including MetLife Stadium in East Rutherford.
Fanatics will be able to operate retail and merchandising at next summer’s World Cup, regarded as the world’s largest sporting event. Fanatics will offer “world-class brands and official FIFA merchandise,” according to a Dec. 4 announcement.
All told, “Fanatics will have thousands of different products from many official licensees,” said Shannon Donohue, a representative for Berk Communications, which does public relations for Fanatics.
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Fanatics has overseen other international sporting events such as Major League Baseball’s Tokyo series, where it made $40 million from trading card sales; the National Hockey League’s Four Nations tournament, where fans could buy hockey jerseys from different country teams; and the UEFA’s Euro 2024, where fans could buy collectibles such as trading cards and stickers.
“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,” Fanatics CEO Andrew Low Ah Kee said in a Dec. 4 statement.
The tournament — which kicks off June 10, 2026, and wraps with a final match at MetLife Stadium on July 19, 2026 — is the first to take place in three different countries. East Rutherford will host five group stage matches, two knockout round matches and the tournament final.
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The official draw — when all 48 teams find out where they will be playing their group stage matches — will be held at noon on Dec. 5 in Washington. That is when teams will be assigned to specific match schedule fixtures, including venues and kickoff times.
The bid for the matches to be played in East Rutherford was part of a partnership between the state of New Jersey and New York City. The host city obligations are the responsibility of both New Jersey and New York City, and officials have previously said costs would be split with New York City.
There is still no formal agreement in place with New York City. Bringing the tournament to the Garden State costs money, and though hosting duties are part of a joint bid with New York City, New Jersey taxpayers have footed the bill so far — roughly $207 million spent or contracted, according to documents obtained by NorthJersey.com.
Daniel Munoz covers business, consumer affairs, labor and the economy for NorthJersey.com and The Record.