The 2026 FIFA World Cup, which saw Spain win the championship on Sunday, sparked great demand for official branded merchandise, including jerseys, hats, soccer balls and more.

  • The demand was so intense that U.S. Customs and Border Protection confiscated large amounts of counterfeit merch throughout the summer.


It’s too early to know how much revenue FIFA made from merch sales, but experts estimate it will be around $4.1 billion, according to The Robin Report. PPAI Media has spoken with a few merch firms who’ve capitalized on the largest sporting event in the world.

The opportunity extends beyond selling merchandise. It’s about helping brands tell stories, engage audiences and create lasting connections.”

Nik Mirich

President/Owner, Headwear USA

Headwear USA, PPAI 100’s No. 26 supplier, was approved to manufacture FIFA merch after meeting the international governing body’s strict compliance and sourcing requirements.

  • FIFA has an official Sustainable Sourcing Code that was made in line with ISO 20400 Sustainable Procurement guidelines and the UN Guiding Principles on Business and Human Rights.
  • The code was developed to help mitigate any potential environmental, economic, ethical and social impacts of its supply chain.


Nik Mirich, president and owner of Headwear USA, says a commitment to ethical sourcing, social compliance and responsible manufacturing is becoming crucial for global sporting events and major brand partners.

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“For suppliers like us, the opportunity extends beyond selling merchandise,” says Mirich says, who reports revenue growth of approximately 25% during the first half of 2026, with a portion of that being driven directly by FIFA-related programs through licensed distributors and partners.

“It’s about helping brands tell stories, engage audiences and create lasting connections.”


Hitex Marketing, PPAI 100’s No. 62 distributor, worked directly with FIFA by becoming a certified local supplier for the Miami Host Committee, allowing the firm to provide branded merch for the Miami Fan Festival and other local events.

  • Meeting FIFA’s strict requirements, Hitex had advanced sustainability certifications, including an EcoVadis Gold rating, and offered OEKO-TEX certified fabrics.


Additionally, the distributor worked on the Diageo x FIFA collab, leading the merch strategy and execution for notable brands, such as Casamigos, Smirnoff, Don Julio, Buchanan’s and Johnnie Walker. Products for the campaign were seen in more than 30 countries, according to Enrique Perez, president and founder of Hitex Marketing.

Enrique Perez
That scale has elevated the branded merchandise industry in a way no other event can.”

Enrique Perez

President/Founder, Hitex Marketing

“World Cup is a global experience that unfolds every single day,” Perez says. “That scale has elevated the branded merchandise industry in a way no other event can. Whether it’s drinkware, apparel or even packaging, these products become part of the fan experience.”

Beverly Hills, California-based supplier Dioz Group began its FIFA experience two and a half years ago to secure a $2.5 million contract with On Location, FIFA’s hospitality partner, to design, manufacture and distribute uniforms for all employees working at FIFA World Cup, The Los Angeles Times reported.

Once everything was finalized and approved, Dioz Group had 70 days to deliver more than 50,000 branded garments, including suits, jackets, shirts and hats, to the 16 different host cities across the U.S., Canada and Mexico. It took a lot of diligent work with its logistics department to make it all go smoothly, according to Karl Naufal, senior director of business development at Dioz Group.

  • Before the World Cup, Dioz provided employee uniforms for Super Bowl LIX, Copa America and other large events, “which may have given it a leg up on the FIFA contact,” according to The L.A. Times.
  • Dioz offered merch made with recycled materials, saving over 5 million water bottles.
We’ve watched over 50 games, and every time we turn on the TV and see all the people in the background, it’s a dream come true.”

Johnny Beig

SVP of Strategic Partnership & Growth, Dioz Group


“It still gives us goosebumps,” Johnny Beig, senior vice president of strategic partnership and growth at Dioz, tells PPAI Media. “We’ve watched over 50 games, and every time we turn on the TV and see all the people in the background, it’s a dream come true.”

  • Partly because of the World Cup contract, the company’s revenue has reached $15 million so far this year, compared with $20 million last year, Beig told The L.A. Times.