With 48 participating nations, 104 matches and 16 host cities, the 2026 FIFA World Cup will be the biggest one yet — and brands and retailers want in on the hype. While the World Cup is more than seven months away, tickets are already on sale, and companies are getting involved now. Adidas, one of the official partners of the games, debuted its official Trionda game ball in October and rolled out home kits for 22 partner federations — including Italy, Mexico and Spain — this week. Nike is putting the finishing touches on “an exciting new apparel innovation platform” and “several football streetwear collections,” CEO Elliott Hill announced on a Sept. 30 earnings call. Coca-Cola FEMSA — the largest franchise bottler of Coca-Cola trademark beverages in the world, by sales volume — is finalizing World Cup marketing campaigns around Coke Zero.

Starbucks Coffee Company is back in expansion mode with plans that include opening hundreds of new U.S. stores during the next couple of years — and even more looking further out. The coffee giant expects to open approximately 600 to 650 net new cafes this year, including 150 to 175 U.S. company-operated stores and 450 to 500 international locations. China, Starbucks’ largest market outside of the U.S., comprises close to half of the international total.

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