Surge in World Cup fever drives booming demand for football jerseys across Bangladesh

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The countdown to the 2026 FIFA World Cup has ignited a massive surge in demand for team kits across Bangladesh, transforming digital marketplaces and local storefronts into hubs of intense commercial activity. As the tournament approaches, retailers report that jerseys are selling at an unprecedented rate, with Argentina and Brazil emerging as the most sought-after kits, followed closely by apparel representing Portugal, France, Germany, Spain, and England.

According to industry estimates, the domestic market for World Cup jerseys sees between 5 to 8 million units sold during each tournament cycle through a mix of online and offline channels. With varying price points, this industry generates an estimated 4 to 7 billion taka in local trade. While this remains small compared to the global market, which is projected to reach approximately $8.39 billion by 2026, the local demand underscores the deep-seated football fervor within the country.

The market currently offers three primary tiers of apparel: locally manufactured standard jerseys priced between 350 and 500 taka, “Thai premium” jerseys ranging from 850 to 1,200 taka, and player-edition authentic replicas that can cost up to 2,500 taka. Veteran traders, including Iqbal Hossain, note that production costs have driven prices up by 100 to 200 taka per unit compared to previous World Cups, largely due to the rising costs of textiles and labor.

While domestic manufacturers in areas like Narayanganj produce a significant portion of the stock using imported Chinese fabrics, high-end “Thai premium” jerseys are typically imported via China from facilities in Thailand or Vietnam. It is widely acknowledged by both vendors and consumers that the vast majority of these items are high-quality reproductions rather than official, licensed kits from brands like Adidas or Nike.

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The convenience of e-commerce has been a primary driver of this year’s sales surge. Major platforms like Daraz have dedicated entire sections to tournament merchandise, while hundreds of independent Facebook pages and WhatsApp groups facilitate direct transactions. Digital retailers report reaching customers in every division, from Chittagong and Rajshahi to Sylhet and Khulna, with delivery times typically ranging from 24 hours to five days depending on the location.

Despite the commercial success, the rapid expansion of the online market has brought challenges. Retailers are struggling to keep pace with order volumes, leading to reports of delays and customer service bottlenecks. More critically, as the market attracts opportunistic vendors, consumer advocacy groups and individual buyers have raised concerns over fraudulent practices, including instances of products arriving in incorrect sizes or inferior quality, and, in some cases, vendors disappearing after collecting advance payments.