Fanatics’ rise to US sports betting prominence continues after the household American brand announced FIFA had appointed it the official on-site retail licensee for the 2026 World Cup in the US, Canada, and Mexico.
According to a Fanatics news release on Thursday, the soccer event “represents one of the largest and most complex retail operations in global sports history.”
The sports apparel brand stated it will be managing fan festival site experiences and “in-venue retail operations for 104 matches across 39 days” across the three host countries.
The fan festival and stadium sites will, according to the release, stock a variety of officially licensed World Cup apparel, “supported by Fanatics on-demand manufacturing capabilities.”
Fanatics manufacturing facilities in the US, Canada, and Mexico will allow the brand to react quickly to customer demand and “maximize revenue for Fifa during the tournament.”
rapid production to serve millions of fans in real time”
Fanatics Commerce CEO Andrew Low Ah Kee said for the World Cup in 2026, his company was “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.”
The announcement comes after Fanatics launched its prediction markets product on Wednesday in ten states after partnering with Crypto.com.
