Sports Direct will team up with on-demand delivery platform, Zapp, to give footie fans across London fast deliveries on FIFA World Cup 2026 merchandise, from shirts to last-minute match-day essentials.

Aiming to make major sporting moments more accessible, the tie-up is designed to “bring fans closer to the action” through instant access to the products that help them feel part of the game.

“The partnership reflects our continued focus on meeting customer demand and providing fans with greater accessibility to official merchandise throughout the competition,” a spokesperson for Sports Direct said.

Customers can order FIFA World Cup merchandise alongside drinks, snacks, and match-day essentials in a single order, delivered in up to 20 minutes, around the clock.

Zapp said it expects England fixtures to be among the busiest events of the year on its platform. And, with matches taking place in the U.S. meaning late night kick offs falling outside of traditional store opening hours, it expects demand to be driven by last-minute purchases. Zapp said that since the teams landed in the U.S. for the tournament, it had already seen football-related searches rise over +300%.

“Football creates some of the most spontaneous and iconic shopping moments of the year,” Rowan Lawson, Commercial Director at Zapp, commented.

“Traditionally that’s meant a rush to the shops – but through our partnership with Sports Direct, fans can now get FIFA World Cup merchandise, delivered in minutes, 24/7.”

Sports Direct and Zapp’s partnership will run for the duration of the 2026 FIFA World Cup tournament, with selected lines available via Zapp’s website or app.