CREDIT: OMAR VEGA VIA GETTY IMAGES
FANATICS: SERVING MILLIONS OF FANS IN REAL TIME
Fanatics has been selected as the official on-site retail licensee for 2026, managing one of the largest and most complex retail operations in sports history. The remit covers 104 matches across 16 cities, including bespoke experiences at official FIFA Fan Festival locations. Central to this procurement strategy is the use of ondemand manufacturing and local market operations in Canada, Mexico and the US.
Andrew Low Ah Kee, CEO of Fanatics Commerce, says:“ 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. This is exactly the kind of challenge our team loves – supporting the world’ s fans through the joy of sport.”
FIFA Chief Business Officer, Romy Gai added:“ This is an incredibly complex undertaking, with 16 host cities across three countries, but Fanatics sets itself apart through an innovative merchandising approach and proven track record delivering standout results at the world’ s biggest events.”
By using a local supply chain, Fanatics can produce“ quick-strike” products that celebrate unpredictable match moments, ensuring the retail ecosystem remains as dynamic as the tournament itself.
66 June 2026