By Mark Seavy

The confluence of the 2026 Winter Olympics, the FIFA World Cup 26, and the 250th anniversary of the signing of America’s Declaration of Independence (America250) may be unprecedented for the licensing industry as it prepares for a series of events that are as much about brand marketing as consumer product sales.

And with brand owners and retailers putting their marketing machines into overdrive across advertising and social media, products heralding all three major events will be in ample supply. But will licensees be able, or willing, to support three major events in such a short period of time?

The 2026 Winter Olympics will take place from February 6-22, the FIFA World Cup will run from June 11 to July 19, and the America250 celebrations will wrap up on July 4.

“There are sales opportunities across all three [events], but which do you pick up?” said Bill McClinton, President at Global Icons, which is the agency handling licensing for the America250 non-profit organization. “Do you carry all three or how do you buy within that?”

On the retail side, the push for America250 is building. The number of America250 licensees has grown to nearly 200 (up from 33 last May), with the bulk of products expected to start arriving in the spring, McClinton said. The line ranges from Breitling watches and Heaven Hills Brands’ Evan Williams bourbon to apparel, mugs, and flagsfrom Annin Flag Co. and Valley Forge Flag. Fanatics also recently struck an agreement with MLB, MLS, NASCAR, NBA, NFL, NHL, UFC, and WWE for an exclusive USA 250 patch and logo. The combination will appear on athletes’ uniforms and performance apparel while they compete this year in events like the NBA and Stanley Cup finals as well as Super Bowl LX.

In the case of the FIFA World Cup, it is being held in 11 U.S. cities as well several cities in Mexico (3) and Canada (2). The event will feature 48 teams and 104 matches. Dick’s Sporting Goods is expected to carry jerseys, official match balls, and Adidas’ limited edition Samba sneakers with materials from the official 2026 match ball. It is also the retail partner for Fanatics Fest NYC in New York (July 16-19), which will feature FIFA-related products and events. Adidas also introduced home uniforms last fall for 23 national federations and is planning to release away versions in the spring. Nike will introduce a new AeroFit platform in March and started making a “deeper investment” in the World Cup last fall, CEO Elliott Hill told investors.

And the groundwork for the Olympics in Milan, Italy was laid during Milan Men’s Fashion Week in January. Fashion brand Kith released a 54-piece Team USA collection with former Olympic snowboarding champion Shaun White starring in a campaign for apparel and accessories. And Dick’s launched a new ambassador program for the Olympics and Paralympics with nine Team USA members sharing social content and receiving personalized product.

“The consumer response is just not visceral,” Matt Powell, senior advisor at BCE Consulting, told Footwear News. “You are not watching the Olympics and saying, ‘I want to take up synchronized platform diving.’ It does not happen that way. But it is an excellent marketing event.”

That marketing power is illustrated by new collections and licensed products increasing consumer searches. Research firm Faire reported searches for sports were up 94% and those for medals climbed 154%, while those for rugby shirts (+110%) and athleisure (+95%) also spiked.

Yet those sales opportunities also pose the risk of counterfeit goods. Shortly after America250 registered on Amazon, for example, a crackdown staunched initial counterfeit goods that violated either the trademarked logo or word. A second organization, IP House, which ferrets out unauthorized suppliers and distributors, will start work on counterfeits in the coming months.

“There were a lot of companies using the word without the America250 logo and some had no idea there was a trademark,” McClinton said.