The FIFA World Cup is one of the few global events that capture attention across regions, cultures, and industries simultaneously. World Cup 2026 is set to be the largest edition to date, hosted across the United States, Canada, and Mexico, with extended match schedules, more teams, and a longer activation window.
For businesses, this creates a rare opportunity to align with a moment when people are actively engaging. Unlike short seasonal campaigns, World Cup merchandise and related promotions build momentum months in advance, making early planning critical for visibility, production efficiency, and execution.
World Cup 2026: A Longer, More Complex Event
World Cup 2026 will feature 48 teams and a significantly expanded tournament format. This means:
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More matches and viewing occasions
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Longer promotional windows
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Increased demand for event-related merchandise
Brands that treat World Cup merchandise as a last-minute add-on often face limited material choices, production bottlenecks, and higher costs. Those who plan early have the flexibility to design products that feel intentional and on-brand.
Top World Cup Merchandise Businesses Should Be Producing Now
This is where the focus shifts from context to action. The most effective merchandise supports how people actually experience the tournament.
1. Apparel & Wearables
High-visibility items worn before, during, and after the tournament make them some of the most effective World Cup merchandise.
Apparel fits naturally into World Cup viewing moments and delivers repeated brand exposure beyond match day. Because sizing, colors, and decoration require lead time, early planning is essential. When branding is subtle, these items remain wearable long after the tournament ends.
3. Accessories & Everyday Swag
Practical items that keep brand exposure going beyond match day, extending the impact of World Cup merchandise into everyday routines.
These products are designed for regular use, making them effective for long-term visibility. Unlike event-specific items, everyday accessories retain brand visibility even after the tournament ends.
4. Tailgate & Party Essentials
Tailgate and party essentials are used in bars, offices, outdoor screenings, and home viewing events, where food, drinks, and shared experiences take center stage. Products like drinkware and can coolers are handled repeatedly throughout a match, giving brands extended visibility without disrupting the occasion.
Because these items are closely tied to match schedules and social events, timing matters. Producing early ensures they are available when viewing activity peaks and can be distributed as part of curated World Cup experiences.
5. Premium & Collector’s Items
Higher-value football merchandise that benefits from early production planning and intentional design.
These items are created to be kept, displayed, or collected rather than used once. Products such as commemorative coins, mini trophies, and figurines work best as limited editions, incentive rewards, or VIP gifts tied to key World Cup moments.
Why Now Is the Best Time to Start Planning a World Cup Campaign
World Cup campaigns operate on a very different timeline compared to standard seasonal promotions. With the World Cup 2026 taking place in mid-2026, planning needs to begin well before many brands anticipate.
Starting early gives businesses time to align merchandise with broader marketing strategies, sponsorships, and internal activations. It also allows teams to test designs, review samples, and make informed adjustments rather than committing under pressure.
From a production standpoint, demand for materials, factory capacity, and shipping space increases significantly as the tournament approaches. Brands that delay planning often face limited choices, longer lead times, or higher costs. Early planning reduces these risks and gives businesses greater control over quality, pricing, and delivery schedules.
Most importantly, early preparation enables better ideas. Instead of defaulting to generic giveaways, brands can design merchandise that feels purposeful, well-timed, and aligned with how audiences actually experience the World Cup.
How to Choose the Right Manufacturer for World Cup Merchandise
The success of World Cup merchandise depends heavily on the capabilities of the manufacturing partner behind it. Global events leave little room for production errors, missed deadlines, or quality inconsistencies.
1. An experienced manufacturer should understand the complexity of large-scale campaigns, including fluctuating volumes, multiple product categories, and tight delivery windows. This experience helps prevent common issues such as rushed sampling, unclear timelines, or last-minute design compromises.
2. Customisation is another key consideration. World Cup merchandise often requires specific colours, materials, finishes, or packaging formats. A reliable manufacturer should be able to advise on what is feasible, cost-effective, and scalable, not simply accept specifications without guidance.
3. Quality control and transparency are equally important. Clear sampling stages, production checkpoints, and communication processes help businesses stay informed and confident throughout the manufacturing cycle, especially when producing merchandise that will be widely distributed or highly visible.
Balancing Budget, Quantity, and Impact
One of the most common mistakes in World Cup campaigns is treating all merchandise the same. In reality, different products serve different purposes and audiences.
Mass-distribution items are designed for reach and visibility. These products prioritise volume and practicality and are often used for retail promotions, events, or broad customer engagement.
Mid-range merchandise typically targets clients, employees, or partners. These items balance cost with perceived value and are often designed for repeat use during and after the tournament.
Premium or collector items serve a different role entirely. They are best used for incentives, competitions, VIP gifting, or limited-edition campaigns where exclusivity and quality matter more than quantity.
By structuring merchandise across tiers, businesses can maximise impact without overspending or diluting brand value.
World Cup Promotions in the Past
Coca-Cola and FIFA have teamed up for the 2018 FIFA World Cup to promote various soft drinks and the sporting event through a branded promotional bag.
FIFA World Cup 2018 may have ended, but not for NutiFood! In Vietnam, they offered their latest promotional glass cup up on the shelves for grabs that will certainly attract the mass public.
Adidas, one of the official sponsors, teams up with Nikon to create a line of promotional merchandise that will intrigue FIFA fans. The promotion was available at Hong Kong Fortress stores.
Related Read: UEFA Promotions
Conclusion
World Cup 2026 offers brands a powerful opportunity to engage audiences at scale, but the impact of World Cup merchandise depends on preparation. Businesses that plan early gain better control over design, quality, cost, and delivery.
From wearable items to game-day products and premium collectibles, successful World Cup campaigns are built around merchandise that fits naturally into real fan moments.
At The ODM Group, we support brands from concept and design through sampling, quality control, and global shipping. For businesses planning World Cup 2026 campaigns, contact ODM early to secure production timelines, explore custom merchandise options, and reduce execution risk.
Early planning isn’t just an advantage. It’s how better World Cup campaigns are delivered.
Browse More Promotional Ideas
Frequently Asked Questions About World Cup Merchandise
When should businesses start planning World Cup merchandise for 2026?
Ideally, businesses should start planning 12–18 months in advance. World Cup 2026 takes place in mid-2026, and early planning allows time for product development, sampling, approvals, and logistics. Starting early also helps avoid production bottlenecks and higher costs closer to the tournament.
What types of World Cup merchandise work best for business promotions?
The most effective World Cup merchandise fits naturally into how people experience the tournament. Apparel, game-day items, everyday accessories, and drinkware consistently perform well because they are worn or used during viewing moments and beyond. Premium or collectible items work best for incentives, competitions, or VIP gifting rather than mass distribution.
Is World Cup merchandise only suitable for sports or beverage brands?
No. World Cup merchandise is widely used across industries, including corporate, retail, finance, technology, hospitality, and FMCG. Offices host viewing events, retailers run themed promotions, and companies use merchandise for employee engagement and client gifting. The key is choosing products that align with how your audience will engage with the event.
How can businesses control costs when producing World Cup merchandise?
Cost control starts with early planning. Producing in advance provides access to more material options, better pricing, and efficient shipping methods. Many brands also balance budgets by using a mix of mass items, mid-range merchandise, and premium pieces rather than relying on a single product type.
How can ODM support World Cup merchandise planning?
At The ODM Group, we support brands through the entire merchandise process — from concept development and product design to sampling, quality control, and global shipping. For World Cup 2026, contacting ODM early helps secure production timelines and reduce execution risk.
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