Starbucks has introduced a new limited-edition Bearista Cup that sports a soccer-themed hat, marking the brand’s first foray into World Cup-inspired merchandise.
The cup, which replaces the chain’s familiar green beanie with a design that references the global tournament, is being rolled out in Canada, Latin America, the Asia Pacific region and the United States, though the U.S. version is restricted to online purchases through the Starbucks Shop.
Access to the U.S. edition is limited to Starbucks Rewards members who have reached the Reserve tier, and the company notes that the product will be sold only while supplies last.
In addition to the cup, Starbucks is debuting a set of soccer-inspired coffee sleeves in its U.S. stores; the sleeves come in red, white and blue and can be claimed with any beverage purchase, again on a first-come, first-served basis.
A Collector’s Item for the World Cup Season
While the cup is not an officially licensed World Cup product, its design capitalizes on the excitement surrounding the competition, giving fans a chance to showcase their team spirit through a uniquely Starbucks-branded item.
The rollout reflects a broader trend of brands leveraging major sporting events to create exclusive, time-bound offerings that encourage repeat visits and higher spending within loyalty ecosystems.