Xiamen firms ride World Cup boom

As the countdown to the 2026 FIFA World Cup continues, the global surge in soccer-related consumption is gaining momentum.

A Xiamen company is seizing the opportunities presented by the upcoming 2026 FIFA World Cup by securing related partnerships and landing orders for thousands of soccer merchandise items.

"We have established a partnership with MetLife Stadium Company, the builder of MetLife Stadium in New York – the host venue of the 2026 FIFA World Cup final – and have become a supplier of soccer merchandise, producing tens of thousands of products for them," said Lin Weihua, general manager of Xiamen Sipake Sport.

He noted that the World Cup's global excitement and influence present a valuable opportunity for local sports manufacturers to expand globally. "This partnership also lays the groundwork for further expansion into European and American markets," Lin added.

Beyond supplying World Cup partners, some Xiamen companies have also tapped into the tournament through capital. Puma, the third-largest jersey sponsor for this year's World Cup, has secured sponsorship deals with 11 national teams. However, the single largest shareholder behind Puma is Anta, a leading Chinese sportswear company based in Xiamen.

In January, Anta acquired a 29.06 percent stake in Puma for €1.51 billion ($1.74 billion), becoming its largest single shareholder. The move gives Anta access to Puma's global World Cup platform, strengthening its own international sports brand strategy.

Source：en.swj.xm.gov.cn

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