A few weeks before the 2026 World Cup in North America, the Chinese city of Yiwu, a major center of global wholesale trade, recorded a clear acceleration in its exports of sporting goods and derivative products, driven by the anticipation of a sharply increasing international demand.
In Yiwu, Zhejiang province, activity is intensifying as the 2026 World Cup approaches. Companies specializing in sports equipment and derivative products are already operating at full capacity to respond to an expanding global market.
In this context, Lin Yuanyuan, local trader, notes a particularly sustained dynamic: The World Cup has strongly stimulated enthusiasm for football. Sales of children's balloons are very good and clearly increasing. Our main markets are in South America and Africa. Even pet balloons sell pretty well. "
Beyond volumes, manufacturers are banking on products adapted to the event. Wu Xiaoming, president of the Yiwu Sports Equipment Manufacturers Association, highlights a range designed specifically for the tournament: This ball was designed by us. For the 2026 World Cup, we integrated into its design the colors and elements of the three host countries, the United States, Canada and Mexico. It was very well received by our customers. "
The expansion of the competition to 48 teams, as well as the extension of its duration and the expected increase in its global audience, are also boosting the derivatives market. Replica trophies, promotional items and creative items are seeing an increase in orders, solidifying Yiwu's role as a central link in the sector's global supply chains.
The figures confirm this trend: according to local customs, exports of sports goods and equipment from Yiwu reached 2.83 billion yuan (about $414 million) in the first quarter, up 12% year-on-year.
