"With 48 participating nations, 104 matches and 16 host cities, the 2026 FIFA World Cup will be the biggest one yet - and brands and retailers want in on the hype. While the World Cup is more than seven months away, tickets are already on sale, and companies are getting involved now. Adidas, one of the official partners of the games, debuted its official Trionda game ball in October."
"Nike is putting the finishing touches on "an exciting new apparel innovation platform" and "several football streetwear collections," CEO Elliott Hill announced on a Sept. 30 earnings call. Coca-Cola FEMSA - the largest franchise bottler of Coca-Cola trademark beverages in the world, by sales volume - is finalizing World Cup marketing campaigns around Coke Zero. Small businesses are making plans to get in on the mania, as well."
"The upcoming World Cup will run from June 11 to July 19, 2026. As with past World Cups, the event is a chance for brands and retailers to get their products in front of as many eyeballs as possible, while also making sales. When the last World Cup was held in Qatar in 2022, Adidas said sales of accessories and gear were up 19% that year."
The 2026 FIFA World Cup will feature 48 teams, 104 matches and 16 host cities across the United States, Mexico and Canada, running June 11–July 19, 2026. Global and local companies are launching campaigns and products months ahead of kickoff. Adidas released the official Trionda ball and new national kits, Nike previewed an apparel innovation platform and streetwear collections, and Coca-Cola FEMSA is finalizing Coke Zero marketing plans. Small businesses plan unofficial jerseys and watch parties. In 2022, Adidas reported a 19% accessories and gear sales increase, and Coca-Cola's campaign drove 28 million product-label scans. FIFA projects roughly 6 billion viewers.
Read at Digiday
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