German fans confront high beer prices and shifting merchandise demand at World Cup 2026

A new IST study of 1,074 German respondents shows that interest in World Cup 2026 fan merchandise rises when the national team performs well. Identification with the team increased by five percentage points to 25 %, and the share willing to spend on items such as jerseys, scarves and flags rose to 20 %.

At the same time, companies linked to the tournament face economic headwinds. Nike has lost about three‑quarters of its market value since its 2021 peak, and traditional broadcasters, breweries and retailers are under pressure from streaming competition and changing consumer habits.

German supporters attending matches in Toronto report steep costs – tickets around 570 CHF (≈ $570) and beer prices up to $17 per glass – prompting complaints about “absurd” pricing. The new four‑quarter format with three‑minute drinking pauses, introduced for player welfare, has also drawn boos and whistles from fans in several venues.