The 2026 World Cup is already proving to be a major business event away from the pitch, with brands and merchandise sellers seeing strong demand ahead of the tournament. The money around the competition is not limited to broadcasting and ticketing, as team shirts and other commercial tie-ins are also bringing in significant revenue.
One clear winner is Nike. The company says sales of its national team kits this year were more than twice as high as during the 2022 World Cup cycle. According to Nike, England was its best-selling national team kit, followed by France, Brazil, the Netherlands and the United States.
That surge underlines how much global football tournaments can boost sales for sportswear companies and for the most popular national teams. Strong fan bases, recognizable brands and international visibility can turn official kits into one of the biggest off-field winners as excitement builds around the event.
At the same time, the financial upside is not being shared evenly. While major brands and the most marketable teams appear to be benefiting the most, the wider picture includes clear winners and others missing out on the largest commercial gains tied to the World Cup.
