The demand for merchandise linked to the 2026 FIFA World Cup is rising sharply, and manufacturers in China’s Yi Wu city are scaling up production to meet the surge. With more than a month remaining before the tournament opens in North America, exporters say orders for football‑related items have increased markedly.
Local merchants attribute the growth to heightened enthusiasm for the sport. “The World Cup has boosted enthusiasm for playing football,” said Lin Yuanyuan, a Yi Wu vendor. He added that sales of children’s footballs, as well as novelty items such as pet soccer balls, have risen, driven mainly by markets in South America and Africa.
The Yi Wu Sports and Fitness Products Industry Association has even created a custom football that incorporates the colour schemes of the three host nations—the United States, Canada and Mexico. “The design reflects the basic colours and elements of the host countries and has been well received by customers,” the association noted.
The 2026 edition expands the competition from 32 to 48 teams, lengthening the tournament and broadening its global audience. This expansion is expected to further stimulate demand for official and unofficial World Cup merchandise, ranging from apparel to sporting equipment.
To keep pace with the heightened order flow, IP‑licensing firms handling World Cup and other popular consumer properties have introduced shift adjustments and rotating work schedules. The measures aim to ensure timely delivery of licensed products and to maintain consistent output across the supply chain.
Customs data released by Yi Wu authorities show that the city’s export value for sports goods and equipment reached ¥2.83 billion (approximately $414.5 million) in the first quarter of 2024, representing a 12 percent year‑on‑year increase. The figures underscore the city’s role as a key hub for global sports‑equipment manufacturing.
The growing export volume highlights how major sporting events can generate ripple effects throughout international trade networks. As the World Cup approaches, manufacturers will likely continue to adjust capacity and logistics to satisfy global demand, reinforcing Yi Wu’s position in the worldwide sports‑goods market.
