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You don’t have to be there: World cup shows why merchandise is becoming the new ticket

calendar_today August 3, 2026 person Collin Delrow domain quad-graphics

The biggest FIFA World Cup 2026 audience wasn’t in the stadium; those fans were everywhere else. That shift is reshaping how brands think about fan engagement. According to Nielsen’s 2026 World Cup research, only one in four self-identified fans had planned to attend a match in person.

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