32 teams. 11 cities. One world champion. Millions of football fans will converge on Russia for the World Cup in June. They’ll bring their noisemakers, their fandom, and a willingness to whip out their wallets and buy bags and bags of souvenirs.
Companies across the world have wasted no time launching their World Cup merchandising and promotion efforts.
Food and beverage companies are revving up promotions, preparing to capitalise as fans rush to stores to stock up on snacks and drinks for the big game. Football kits, shoes, tournament balls, and other collectibles will generate billions of dollars in revenue for retailers.