Yiwu sees an early surge in World Cup-related orders as the 2026 FIFA World Cup expansion drives demand for customised football goods and global sports merchandise.
With just over a month left before the 2026 FIFA World Cup kicks off in the United States, Canada, and Mexico, production has already accelerated in Yiwu, China’s major small commodities trading hub, CNS reported.
This year’s tournament will expand from 32 to 48 teams. It will also increase from 64 to 104 matches and extend to about 39 days. The longer schedule and expanded lineup are reshaping demand for football-related products across global markets.
New Teams Bring Early Orders
After the final list of 48 qualified teams was confirmed on April 1, Yiwu suppliers reported a rise in early purchasing activity.
Several countries will make their World Cup debut, including Uzbekistan, Jordan, and Curaçao. Iraq returns after a 40-year absence.
Local suppliers say the new lineup has brought in additional buyers and early demand.
“We are seeing orders from countries with newly qualified teams,” said Wu Xiaoming, head of the Yiwu Sports and Fitness Products Industry Association. “Order sizes are still moderate, but we’re seeing more repeat orders.”
Factories in Yiwu are now operating extended shifts to meet delivery schedules.
Customisation and Product Upgrades Grow
Alongside standard football products, demand for customised goods is increasing.
One example is a novelty toy called the “football screaming chicken,” designed by vendor Zhou Lingling. The product combines a cartoon chicken figure with football elements and makes a sound when squeezed.
A buyer from Colombia, Juan, said the product stood out during sourcing. “It feels designed for the World Cup,” he said.
Zhou said buyers are now requesting more detailed customisation. “Customers ask for specific colours, jersey numbers, and even player-style designs,” she said. “We can generate design previews quickly and move directly into production.”
Sports Goods Exports Continue to Grow
Beyond World Cup merchandise, Yiwu suppliers are seeing steady growth in related categories such as trophies, medals, and training equipment.
Supplier Jin Liying said orders for trophies and medals increased about 15% year-on-year. Products featuring football and dove designs are especially popular.
Another supplier, Lin Yuanyuan, said football products are increasingly used beyond tournament periods.
“We produce children’s footballs and pet footballs,” she said. “Children’s versions focus on safety. Pet versions focus on durability and interaction.”
She added that long-term demand depends on whether products can move beyond a single-event cycle.
According to Yiwu customs data, exports of sports goods and equipment reached 2.83 billion yuan (about £310 million) in the first quarter, up 12% year-on-year.
As the World Cup approaches, Yiwu suppliers are adjusting production lines and expanding product categories to keep pace with shifting global demand.
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