Brands, Events 2 min read

FIFA’s Strategic Retail Expansion Makes 2026 World Cup Ubiquitous in U.S. Daily Life

Written by MOS Editorial Team

Published on 30 June 2026

FIFA has executed its most ambitious retail strategy to date, successfully integrating 2026 World Cup merchandise into the fabric of American daily life.

By bypassing traditional sports specialty outlets to leverage “value-oriented” and “impulse” retail channels, FIFA has placed officially licensed products, including apparel, drinkware, and pet accessories, into thousands of pharmacies, convenience stores, supermarkets, and transit hubs.

A Layered Retail Network

FIFA achieved this unprecedented scale by creating a layered network involving at least 100 active licensees, each assigned to specific retail formats:

Retail Role / Partner	Strategic Focus & Distribution Channels
Fanatics	Stadium-based retail and FIFA Fan Festivals.
Legends Global	Operator of FIFAStore.com and 40+ host city pop-up stores.
In Motion Design	Convenience, grocery, drugstores, and high-traffic transit/airport retail.
Prepango	Automated retail machines in airports, train stations, and hotels.

Automated Retail Expansion

Prepango deployed over 50 custom-wrapped World Cup vending machines in high-traffic areas. According to Ian Benson, EVP of Business Development at Prepango, demand from venue operators was so high that the firm “completely ran out of machines.”

The “In Motion” Success Model

In Motion Design, a firm previously specialised in consumer goods for chains like Kroger and Albertsons, secured rights to sell headwear and drinkware through convenience and grocery channels.

The company’s strategy relied on “turnkey” black cardboard floor displays, which allowed retailers to offer products without requiring additional shelf space or complex setup.

Retail Reach: The company’s products are available in approximately 17,500 locations, including CVS, Walgreens, Dollar General, and 7-Eleven.
Production movement: In Motion customised product specifications to meet specific price points for different retailers, such as creating a simplified under-USD15 (AUD21.83) hat for Dollar General.
Performance: The licensee has moved an estimated 2 million to 3 million units of merchandise, significantly exceeding FIFA’s initial forecasts.

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