World Cup 2026 kicks off in North America: Adidas leads kit count, Nike eyes billion-euro sales, and Trump looms over the politics

The 2026 FIFA World Cup, the first hosted by three nations, will kick off with an opening match between Mexico and South Africa. The expanded 48-team tournament is set to be a commercial battleground for the world's largest sportswear manufacturers, even as it unfolds under the shadow of US President Donald Trump's political ambitions.

The kit supplier contest

Adidas will outfit the most teams at the tournament, providing kits for 14 of the 48 participating nations. Nike follows with 12 teams, while Puma equips 11, its highest number in two decades. However, a look back at the 2022 knockout stage suggests quantity does not guarantee late-tournament visibility. Eight of the teams now wearing Nike reached the round of 16 in Qatar, compared to four for Puma and only three for Adidas. Argentina, the eventual champion, wore Adidas.

The billion-euro sales target

Nike is expected to be the primary financial beneficiary of a tournament played on its home continent. Experts anticipate football kit revenues well in excess of one billion euros for the US-based company. Adidas is also targeting the billion-euro mark, while Puma projects more modest sales figures, focusing its pre-tournament messaging on an authentic fan experience rather than revenue records. The tournament's global reach, estimated at six billion viewers, offers an unparalleled marketing platform.

The political stage

This World Cup is not only interesting from a sporting perspective. It is also ultra-political. There is fear of Trump's tirades. There is fear of ICE operations.

The German Football Association (DFB) has been notably reserved in its public commentary on the host nation's politics. Analysts suggest this caution is partly motivated by Germany's interest in bidding for the 2038 or 2042 World Cup, making direct criticism of FIFA or a host government a diplomatic risk. Political scientist Jules Boykoff argues that Trump, despite not being a known football fan, intends to use the event for spectacle, to boost his approval ratings, and to distract from criticism, a practice Boykoff labels "sportswashing."

Economic ripples and tourism hopes

The tournament is expected to nearly double FIFA's previous revenue record. While the billions in spending will flow into the US economy, the impact relative to its size will be minimal. Mexico is expected to see a more noticeable economic boost. The US tourism industry is hoping the World Cup will reverse a sharp decline in international visitors that began during Trump's second term, a drop that has affected even business travel.

Fan caution: counterfeit kits

With official DFB jerseys priced at 100 euros, consumer protection agencies are warning of a surge in fake online shops. These sites often advertise "original" shirts for around 30 euros. Consumer advocate Simone Bueb warns that buyers risk receiving nothing at all, or a counterfeit product that may contain harmful substances and fails to meet European safety standards. Many of these fraudulent shops operate from outside the EU, making legal recourse difficult.

Unfortunately, it is no longer so easy to recognize a fake shop.