The demand for football‑related merchandise is rising as the 2026 FIFA World Cup approaches, prompting manufacturers in Yiwu, China, to scale up production. With more than a month remaining before the tournament kicks off in North America, local exporters report a noticeable uptick in orders for items linked to the event.
Lin Yuanyuan, a merchant operating out of Yiwu, said the World Cup has sparked renewed interest in playing football. “Sales of children’s footballs have risen sharply, particularly in South American and African markets,” he noted. “Pet‑size soccer balls are also performing well.”
The Yiwu Sports and Fitness Products Industry Association has introduced a football that incorporates the primary colours and symbols of the three host nations – the United States, Canada and Mexico. The design has been positively received by buyers, the association reported.
The expansion of the tournament from 32 to 48 teams this year has lengthened the competition schedule and broadened its global audience. The larger format is expected to sustain higher demand for licensed merchandise, ranging from official apparel to consumer‑grade novelty items. Licensing firms in the region have responded by adjusting work schedules and implementing rotating shifts to meet delivery deadlines.
Customs data released by Yiwu officials shows that the city’s export value for sports goods and equipment reached 2.83 billion yuan (approximately $414.5 million) in the first quarter of 2024, representing a 12 percent year‑on‑year increase. The growth reflects both the World Cup’s influence and a broader trend of rising consumption of sports‑related products across emerging markets.
Industry analysts suggest that the momentum is likely to continue through the tournament, with downstream retailers in Africa, South America and other regions preparing for heightened consumer activity. The sustained production effort underscores Yiwu’s role as a key hub in the global supply chain for sports merchandise ahead of one of the world’s biggest sporting events.
