As excitement builds for the 2026 FIFA World Cup across North America, retailers have been preparing for what is expected to be one of the largest commercial sporting events in decades. With millions of international visitors projected to travel across host cities in Canada, the United States and Mexico, the tournament is poised to generate billions of dollars in additional consumer spending. Industry experts say the biggest winners will be retailers that move beyond traditional merchandise sales and tailor offerings to the unique demographics, cultures and fan behaviours of local markets.
The World Cup’s economic impact is expected to extend well beyond jerseys and souvenirs. Retailers are increasingly targeting a broader range of spending tied to how consumers experience the tournament, whether attending matches in person, hosting watch parties, traveling between cities or upgrading home entertainment setups. As consumer preferences become more fragmented, artificial intelligence is emerging as a key tool for helping brands anticipate demand, optimize inventory and adapt promotions in real time throughout the month-long event.
Companies across sectors including fashion, beauty, luxury goods and food and beverage have developed campaigns designed to capitalize on the global spotlight. From licensed merchandise and immersive retail experiences to branded activations and high-profile partnerships, businesses are seeking new ways to connect with both dedicated soccer fans and casual viewers. Analysts say the most successful strategies will blend convenience, relevance and memorable experiences, turning shopping into an integral part of the World Cup celebration.
“With matches spread across North America and millions of visitors expected from around the world, the 2026 World Cup is shaping up to be one of the largest commercial sporting events in recent memory. In North America alone, the tournament is expected to drive billions in incremental consumer spending, but that growth is not automatic. In a market where consumers remain value-conscious and margins are tight, the retailers that stand out will be those that create genuine relevance. That means seeing the World Cup not just as a merchandising event, but as an opportunity to hyper-localize, tailoring assortments, activations and experiences to the specific tastes, communities and match-day behaviours of each host city,” said Kelly Askew, Accenture Retail Lead.
“The opportunity extends far beyond jerseys and souvenirs. We are seeing a notable shift from single-category purchases to cross-category spending tied to how fans watch, gather, travel and celebrate. AI will be a critical advantage, helping retailers anticipate how demand will show up differently by market and occasion; for example, whether consumers are attending matches, hosting watch parties, or shopping for the at-home viewing experience. With AI, brands can understand demand signals faster and adjust range, assortment, inventory and promotions with greater agility throughout the entire tournament.
“Brands are responding in big ways across almost every category, from beauty to luxury to food and beverage. Some, for example, are launching officially licensed merchandise, while others are creating experiential shopping destinations. On the food and beverage side, we are seeing notable large, branded activations, partnerships, and campaigns. Ultimately, these approaches all have one thing in common: they are combining relevance, convenience, and experience to make shopping part of the celebration, for both devoted fans and casual viewers alike.”
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