The Logistics Issue: The Supply Chains Behind the World Cup

The 2026 FIFA World Cup is one of the largest and most complex tournaments to date. Taking place across three countries for the first time ever, the 104 matches will be played across 16 stadiums.

Logistics plays a vital role in ensuring every piece of equipment, every person and every material needed for these games can efficiently be transferred across venues. 

Freight forwarding, customs clearing, warehousing and venue distribution all need to be carefully coordinated. Setting up infrastructure needs to take place to a tight schedule, without sacrificing safety or quality.

See the full story in the June 2026 edition of Supply Chain Digital.

Sponsorships and hospitality 

The logistics for this event has been years in the making, with the announcement of the three-hosts taking place in 2020, following years of voting and bidding. 

The scale of this tournament – the 23rd in history – is huge. It is the first in FIFA World Cup history to include 48 teams, an expansion from 32, and games will be played across 16 cities. 

The World Cup is not just about football. The entire tournament is an experience – fans flock to pubs or bars, or they throw watching parties if they are not in the stadium. With this comes a huge spend on food and drinks, with brands such as Lays and Coca-Cola introducing ‘World Cup Special’ flavours or packaging across their products.

Moreover, FIFA offers official hospitality packages, with premium tickets, entertainment, food and drink, private suites and more. Fans can buy customised experiences, all of which have been carefully planned out by FIFA’s teams and logistics partners. 

Money flows during World Cup season, bringing fans from around the world to new cities and stadiums. Purchasing is planned years in advance to ensure there are enough vendors and enough food and drinks for each game. What seems like a series of football games goes way beyond that, with teams working tirelessly behind-the-scenes in order to ensure smooth-running across all the tournament.

The logistics of it all

In 2024, FIFA announced a multi-year partnership with Rock-It Cargo, a logistics company which specialises in large-scale live shows and gaming events.

Football teams, their kit, their equipment and their behind-the-scenes teams all need to be confident in the logistics companies in charge of ensuring the tournament faces no delays. 

Mattias Grafström, FIFA Secretary General, says: "In Rock-it Cargo we have found the perfect partner to entrust with the critical logistics services for the biggest FIFA World Cup ever.”

This year, the tournament will have three opening ceremonies, one for each of the host countries. Artists including Tyla, Danny Ocean, Alanis Morissette, Michael Bublé, Katy Perry and Future have featured performances at these events. This in itself adds more logistics needs – music equipment, speaker systems, staging, costumes all need to be stored and safely transported. Companies also need to consider bands, backup dancers, backup singers, security and managers. 

“The 2026 World Cup isn’t just about football; it’s a logistics challenge on a massive scale,” explains Jim Bureau, CEO at Loftware. “Millions of shipments, thousands of partners and every piece of merchandise, equipment and kit has to arrive on time.

“The key lesson here? Visibility alone isn’t enough. When supply chains collaborate, share data and act together, they move faster, adapt smarter and turn complexity into opportunity.”

FIFA partners, sponsors and supporters are investing money into this tournament, bringing in their marketing and logistics expertise to unlock new value and provide an unforgettable experience. Introducing exciting campaigns and packages, FIFA and its brands are working to ensure the 23rd event is bigger and better than ever.

Rock-It Cargo

Rock-It Cargo works with some of the biggest names in sports, with extensive experience across Canada, the USA and Mexico. The company has been chosen as the official logistics provider of the FIFA World Cup 2026.

Following a highly competitive request-for-proposal process, Rock-It Cargo demonstrated its high capabilities in planning and delivering event logistics to complex and high-profile sporting events. 

“We are deeply honoured to have been selected by FIFA to support the planning and delivery of the biggest FIFA World Cup ever,” said Daniel Rosenthal, President and CEO of Rock-It Cargo, when the partnership was announced.

Rock-It predicts it will utilise more than 5,000 trucks and vehicles, utilise approximately one million square feet of warehouse space and store more than one million pounds of equipment. 

The company will ensure an efficient and sustainable logistics service in order to meet demand and successfully plan the biggest event in FIFA history. The partnership began in 2025, working across international freight forwarding, planning, management, warehouse and distribution operations, as well as on-site venue operations.

Budweiser

Budweiser, an ABinBev brand, is the Official Beer Sponsor of the FIFA World Cup 2026. Its latest global football platform, ‘Let It Pour’, is being activated in more than 40 countries around the world, boosting anticipation and helping connect consumers through shared passions. 

“For over four decades, Budweiser has been part of the celebrations that define the FIFA World Cup, be it on the pitch, in bars, or wherever fans come together,” explains Richard Oppy, Global President, Premium Company at AB InBev. 

“‘Let It Pour’ is our invitation to consumers to fully embrace those moments.”

Budweiser has also unveiled The Bud Fan Store, where consumers will be able to purchase or win exclusive, tournament-inspired merchandise. These wins include football kits, FIFA windbreakers and more. 

“The FIFA World Cup inspires optimism and unmatched passion for every person watching, and to share that with fans around the world is truly remarkable,” adds Budweiser global ambassador Jürgen Klopp.

“Being part of the ‘Let it Pour’ campaign is about capturing that feeling of when fans come together, share the moment, and celebrate what makes football so special.”

Budweiser is emanating the feel of being at a stadium, capitalising off the adrenaline which comes with watching a live game and offering exclusive opportunities for fans.

Unilever

As an official sponsor of the event, Unilever is anticipating undergoing category growth and footfall throughout summer 2026, following an innovative line of products. Sure, Dove, Radox and Lynx are gaining limited edition products, with innovative scents and designs in order to combine supply chain opportunities, cultural relevance and brand love.

Lynx is undergoing its first major sports sponsorship, with an investment of £5.4m (US$7.3m) into the campaign. This also includes working with up to 2,000 creators ahead of the tournament, bringing in consumer engagement with 5,000 pieces of new social content. 

“Here at Unilever, we’re passionate about the power of sport, and this summer is set to captivate the hearts of football fans around the globe. Sports sponsorships enable brands to connect and engage people through their passion points,” explains Komal Patel, European Sports & Entertainment Partnerships Director – Personal Care, Unilever. 

“Our multi-brand innovation for the FIFA World Cup 26 offers retailers a significant sales opportunity by tapping into the buzz of competition and allowing fans to get into the football spirit from the very start of their day.”

See the full story in the June 2026 edition of Supply Chain Digital.