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You don’t have to be there: World cup shows why merchandise is becoming the new ticket

The biggest FIFA World Cup 2026 audience wasn’t in the stadium; those fans were everywhere else. That shift is reshaping how brands think about fan engagement.

According to Nielsen’s 2026 World Cup research, only one in four self-identified fans had planned to attend a match in person.

That’s both a practical necessity and a choice, reflecting a broader cultural shift: for most fans, being part of the World Cup didn’t require a seat in the stadium.

For brands, that gap between attention and access is creating new opportunities.

“Merchandise is no longer just a promotional tool,” said Liz Grabek, Senior Vice President of Consumer Strategy at Betty, a Quad agency. “It’s a tangible way for brands to participate in a cultural moment while helping fans express their identity and giving them a greater sense of belonging.”

The numbers reinforce the trend. The global football jersey market is expected to reach $8.7 billion in 2026, growing at a 7.2% annual rate, with World Cup years driving the biggest demand spikes. It’s evidence that merchandise isn’t simply a keepsake; it is increasingly how fans express their identity and connection to the moments that matter most.

Branded Merchandise is the New Ticket for Soccer Fans | Quad

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