The 2026 FIFA World Cup is set to turn the New York metropolitan area into the epicenter of global soccer, with MetLife Stadium in East Rutherford, New Jersey, slated to host the tournament’s final on July 19.
In the borough of Queens and across the city’s diverse neighborhoods, specialty sports retailers are reporting an unprecedented surge in sales as fans stock up on jerseys, flags and commemorative gear ahead of the tournament.
The demand isn’t limited to current national teams; retro merchandise and classic World Cup shirts have also climbed dramatically, reflecting a growing appetite for historic soccer culture.
This commercial upswing coincides with a broader shift in how American sports are perceived, as soccer moves from a niche pastime to a mainstream cultural force that intertwines with fashion, identity and urban expression.
The economic ripple extends beyond stores; restaurants, bars and entertainment venues are preparing for an influx of tourists, while rising prices for official jerseys and licensed merchandise highlight the tension between excitement and accessibility.
A city at the crossroads of sport and commerce
The World Cup’s arrival also brings scrutiny, as investigations into FIFA’s ticket‑sale practices and the high cost of participation expose a stark contrast between the celebration on the streets and the financial barriers faced by many fans.