FIFA's Shocking Move: How Partnering with Boggi Milano and Fanatics Could Change Your Game Forever!

In an exciting development ahead of the FIFA World Cup 2026, FIFA has bolstered its commercial partnerships, unveiling a new collaboration with the Italian menswear brand Boggi Milano and securing a significant retail agreement with Fanatics for the tournament, which will take place across North America.

Boggi Milano has been named the official formalwear supplier for both the FIFA World Cup and the FIFA Women’s World Cup. As part of this partnership, Boggi will design and deliver tailored suits, shirts, and accessories for referees, officials, and other representatives throughout the tournament cycle. This move signifies FIFA’s ongoing commitment to premium lifestyle collaborations, placing a European fashion house at the forefront of football's most prominent global stages. Boggi’s collections will be prominently showcased across ceremonies, draw events, matchday protocols, and broadcast environments, ensuring high-impact visibility through on-screen and in-venue moments.

Boggi Milano boasts an international retail footprint of over 200 stores globally, positioning itself to expand further into the sports-luxury market as football increasingly attracts fashion-forward commercial partners. “It is with great pleasure that we announce this collaboration with Boggi Milano—a globally renowned fashion house whose reputation and craft make them the ideal brand to supply the workforce apparel for the biggest and best sporting events in the world,” said Mattias Grafström, FIFA Secretary General. He emphasized that both FIFA and Boggi Milano share a commitment to excellence, innovation, and global reach.

In a separate but equally important announcement, FIFA has awarded Fanatics exclusive retail rights for the FIFA World Cup 2026 across the United States, Canada, and Mexico. This agreement encompasses all 104 matches of the expanded 48-team tournament and includes stadium retail, fan festival stores, host city pop-ups, mobile retail operations, and e-commerce platforms. This partnership is set to manage the largest event-time retail program in FIFA’s history, featuring a diverse product catalog that will include match-specific merchandise, national team apparel, tournament-branded collections, accessories, collectibles, and localized city-focused drops.

According to Romy Gai, FIFA Chief Business Officer, this collaboration with Fanatics is poised to create outstanding retail experiences throughout the tournament. Gai noted that managing retail operations across 16 host cities in three countries presents complexities, but Fanatics has consistently demonstrated an innovative merchandising approach and a proven track record of delivering results at the world's biggest events. “We’re excited to work together as we celebrate the beautiful game next June-July,” he remarked.

The 2026 FIFA World Cup is anticipated to be the most commercially successful edition to date, driven by record stadium capacities, a high-spending North American fan base, and unprecedented media attention. The partnership with Fanatics centralizes the entire merchandising ecosystem under a single operator renowned for scaling operations, leveraging technology-driven retail strategies, and ensuring rapid fulfillment.

Moreover, the agreements with Boggi Milano and Fanatics underscore FIFA's broader strategy to diversify its commercial portfolio, linking fashion, lifestyle, and advanced retail operations to the world’s most-watched international tournaments. As the countdown to the FIFA World Cup 2026 begins, fans can look forward to not just thrilling matches but also a unique blend of sports and high fashion.