News Brief: English
Summary
Sports merchandise giant Fanatics has secured the exclusive rights to manage all on-site retail and merchandising for the 2026 FIFA World Cup across 16 stadiums in the U.S., Canada, and Mexico.
Key Points
- Deal Scope: Fanatics will oversee in-venue retail, parking lot operations, and fan festival locations, totaling over 2,000 points of sale.
- Proven Experience: The company has managed retail for major events like Euro 2024, NFL international games, and the 2023 FIFA Club World Cup.
- Operational Challenge: The 39-day, 48-nation tournament across multiple countries presents significant logistical complexity.
- Strategy: Fanatics plans to leverage tournament momentum to create quick-turnaround, limited-edition products based on matchups and key moments.
- Soccer Expertise: Existing partnerships with MLS, Premier League clubs, and national teams (e.g., Argentina, France) inform their approach, focusing on fashion-forward items like scarves.
- Future Impact: Success in 2026 is seen as a precursor to handling retail for the 2028 Los Angeles Summer Olympics.
新闻简报：中文
摘要
体育商品巨头Fanatics已获得2026年国际足联世界杯的独家官方现场零售许可权，将负责管理在美国、加拿大和墨西哥共16个体育场馆的所有现场零售和商品销售业务。
关键点
- 协议范围：Fanatics将管理场馆内零售、停车场销售点以及国际足联在各主办城市设立的球迷节零售点，销售点总数预计超过2000个。
- 经验丰富：该公司曾为欧足联2024年欧洲杯、NFL国际赛和2023年国际足联俱乐部世界杯等大型赛事管理零售业务。
- 运营挑战：这项横跨多国、为期39天、有48支球队参赛的赛事带来了巨大的物流复杂性。
- 核心策略：公司将利用赛事期间的热度，根据比赛对阵和关键瞬间，快速推出限量版商品。
- 足球领域专长：通过与MLS、英超俱乐部以及阿根廷、法国等国家队的现有合作，公司更了解球迷需求，将侧重推出时尚单品，特别是围巾。
- 未来影响：此次世界杯的运营被视为2028年洛杉矶夏季奥运会零售业务的重要预演。
Original Article Link: https://www.cnbc.com/2025/12/04/2026-fifa-world-cup-fanatics-merchandising-deal.html