According to reports, the 2026 FIFA World Cup, hosted by the United States, Canada, and Mexico, is scheduled to commence this June. Starting from May 2025, orders for World Cup merchandise began arriving at the Yiwu market; currently, the sales and production of related sports items, such as fan apparel, have entered a critical final phase. The consumer boom driven by the World Cup has made peripheral products highly popular in the Yiwu market. Statistics from Yiwu Customs indicate that in 2025, the export value of sports goods and equipment from Yiwu reached 11.65 billion yuan, marking a year-on-year increase of 20.3%, with primary export destinations including the United States, Brazil, and Saudi Arabia.
With just over four months remaining until the opening of the 2026 World Cup, the official starting whistle has yet to blow, but related sporting goods have already made an early breakthrough in the Yiwu International Trade City. Luo Tianle, the head of Zhejiang Jule Sports Technology Co., Ltd., stated, "We have just launched fifty to sixty new World Cup-related products across various categories, including plush toys, daily necessities, and commemorative items. Within just one week of being listed, we have received orders exceeding one million yuan." The company is currently in the busiest phase of the World Cup cycle.
According to Chen Xianchun, the person in charge of Yiwu Jinzun Trophies and Medals, the factory is intensifying production efforts with plans to ship all orders before the Lunar New Year. "Considering the combined time for the Spring Festival holiday and sea freight, shipping after the new year would delay deliveries by two months compared to shipping before the holiday. Therefore, we are currently rushing to fulfill orders, and in recent days, some clients have even opted for expedited air transport for their goods," Chen explained.
In recent years, during major sporting events such as the Olympic Games, the FIFA World Cup, the UEFA European Championship, and the Copa América, Yiwu—the world's largest hub for small commodities—has consistently capitalized on the economic benefits generated by these events due to its rapid response to global procurement demands. Incomplete statistics show that 16 years ago, during the Germany World Cup, Yiwu exported millions of units of fan wigs and flags; 12 years ago, Yiwu-manufactured vuvuzelas became a sensation at the South Africa World Cup; and four years ago, during the Qatar World Cup, products made in Yiwu, ranging from flags of all 32 qualifying teams to footballs, jerseys, scarves, and replicas of the FIFA World Cup Trophy, accounted for nearly 70% of the entire market share for World Cup peripheral merchandise.
Analysts widely believe that during the World Cup, the excitement for sports is ignited, leading to a peak season for football-related sporting goods, which directly benefits the performance of associated companies. Public statistics indicate that the 2018 Russia World Cup attracted 3.572 billion viewers globally, representing approximately 47% of the world's total population. China had the largest viewership for that tournament, with 660 million people tuning in. In terms of commercial value, the World Cup's value exceeds $30 billion, far surpassing that of other major sporting events.
As one of the most-watched global events, the World Cup possesses immense commercial value and strong ripple effects. Beyond the sport itself, it stimulates various economic activities, including sponsorships, broadcasting rights, stadium construction, and also boosts sectors such as sports betting, derivative products, cultural and sports events, apparel, and viewing parties, giving it significant "thematic investment" appeal. CITIC Securities recommends focusing on four primary investment trends: sports lottery sales and operators, suppliers of sports venue facilities and equipment, providers of large electronic screens, and suppliers of snacks and beverages.
Relevant concept stocks include: ANTA SPORTS (02020): The company has acquired Puma (the third-largest sportswear brand sponsor for the 2026 World Cup) and holds partnerships with top football clubs like Manchester City and AC Milan. SHENZHOU INTL (02313): It serves as a manufacturer for football apparel brands such as Nike and Adidas, benefiting from stable order flows. HISENSE HA (00921): An official global sponsor of the 2026 World Cup, marking its third consecutive World Cup sponsorship. WIN HANVERKY (03322): A manufacturer of World Cup fan scarves, flags, and other peripheral products, acting as a core enterprise within the Yiwu supply chain. TEXHONG INTL GP (02678): A supplier of fabrics for football apparel, providing high-quality materials for World Cup-related merchandise.
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