FIFA news and archive

Macy's, Dick's, Target, Walmart: How major US retailers are leveraging the FIFA World Cup 2026

With the opening whistle of the FIFA World Cup 2026 blowing today, a month-long celebration of football–or soccer–begins across the host nations of the US, Canada, and Mexico. The event is expected to contribute 30.5 billion dollars to the US gross economic output alone, according to Goaleconomy, with retail and real estate positioned as sectors...

Fashion

Adidas expands football marketing in World Cup run-up

As the countdown to the FIFA World Cup 2026 gathers pace, Adidas is laying the groundwork early, rolling out a 360-degree marketing strategy that blends streetwear credibility, experiential retail and football culture, well beyond the pitch. This week, the German sportswear giant announced a collaboration between Adidas Originals and Japanese...

Retail

Fanatics to oversee FIFA World Cup 2026 retail

Sports platform Fanatics has confirmed that it has secured the license to manage on-site retail for the FIFA World Cup 2026. The company said it will manage the in-venue retail operations for 104 matches across 39 days throughout Canada, Mexico and the US. Alongside venue-based retail, Fanatics has further been tasked with establishing retail...

Member

Apparel

Louis Vuitton designs trophy case for 2014 FIFA World Cup

French luxury fashion house, Louis Vuitton, has designed a custom-made traveling trunk for the 2014 FIFA World Cup trophy. The luxury, one-of-a-kind trunk will house the trophy, which will be transported to the Maracana stadium in Rio de Janeiro on the last day of the football tournament and awarded to the winning team. “The case opens from the...

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Apparel

Adidas extends partnership with FIFA

The sports wear group announced this week that it had prolonged its existing partnership with the Fédération Internationale de Football Association. Adidas will continue to be the 'official partner, Supplier and Licensee of the FIFA Football World Cup and all other FIFA events' for the next 17 years, up to 2030. The company will also continue to...