2026 FIFA World Cup drives sugary product promos, fan merch surge and travel hype

Food manufacturers are leveraging the 2026 FIFA World Cup to push high‑sugar products. Ferrero’s campaign requires up to 20 Nutella jars—or over five kilograms of sugar—to obtain a replica football, while Coca‑Cola ties a shirt reward to the purchase of twelve sugary soft‑drink bottles. The German Alliance Against Non‑Communicable Diseases (DANK) criticises these schemes for encouraging children to buy excessive sugar.

A travel analysis shows that European tourists are targeting cities with dense public‑viewing options during the tournament. Malaga (ES) offers the best overall package, Dublin (IE) has the highest bar density, and London (GB) and Istanbul (TR) also rank highly for affordable viewing venues.

E‑commerce data reveal a massive rise in World Cup‑related merchandise, with global sales of fan items up 840 % on eBay. WM‑balls, cards and vintage jerseys have surged, while German fans favour nostalgic 2014 and 1990 jerseys.

In Vienna’s Hernals district, gelateria Arnoldo has introduced a limited‑edition “World Cup ice cream” blending passion‑fruit and redcurrant, reflecting how local businesses are also tapping into the tournament’s excitement.