World Cup 2026 fuels rise of pet-themed merchandise

Pet ownership is influencing how consumers engage with major sporting events this summer in North America, according to new data from online pet marketplace Rover.

A survey conducted by Rover in April 2026 among 1,000 pet owners in the US and 500 in Canada found that three-quarters (75%) of respondents in both countries plan to include their pets in their spending around sports-related activities and events.

Among the most common ways pet owners involve their companion animals are by giving them special treats, cited by 39% of respondents in both markets, and dressing them in team apparel, selected by 34% of US pet owners and 29% of Canadian pet owners.

The findings come as the US, Canada and Mexico host the FIFA World Cup, which runs from 11 June to 19 July.

Opportunities in the pet market

Major brands are responding to this trend by introducing football-themed pet products, leveraging consumer demand for special, pet-inclusive merchandise.

Sportswear giant Adidas launched the FIFA World Cup 2026 Home Jerseys Pet Collection, featuring pet apparel that lets animals and their owners match while supporting their favorite teams.

The collection, which features pet jerseys inspired by the home kits of Mexico, Colombia, Argentina and Japan, was launched across North America, Latin America, Japan, China, Vietnam, the Philippines and Indonesia. 

At the start of the tournament on 11 June, the Colombia and Mexico jerseys were reportedly sold out.

More launches

In China, pet product company Ningbo Sincere launched its FIFA World Cup 2026 licensed pet product collection on 11 June, featuring plush toys, interactive toys, apparel and accessories.

Ningbo Sincere was appointed as FIFA’s first-ever global licensed partner for the pet product category, giving it the rights to develop official pet merchandise. The collection also includes ball launchers, collars and leashes, jerseys, bandanas, bowls and other pet accessories featuring official World Cup 2026 branding.

Meanwhile, the Brazilian Football Confederation (CBF), the governing body of football in Brazil, partnered with online pet accessories retailer FreeFaro Pet to launch a special product line for cats and dogs inspired by the traditional uniforms of the Brazilian National Team.

The range is available in two designs: “Canarinho,” which features the team’s iconic yellow color with green accents, and “Azulão,” inspired by Brazil’s number 2 uniform in shades of blue and white. The collection includes harnesses, collars, leashes and bandanas featuring the official CBF logo.

Pet-friendly celebrations

The Rover findings also point to opportunities for pet-inclusive activities, with 60% of US and 54% of Canadian respondents saying they would be more likely to attend a major sporting event if their pet could accompany them.

In addition, more than 9 in 10 American pet owners expressed interest in attending a local pet-friendly watch party, while 16% of Americans and 15% of Canadians reported visiting a pet-friendly restaurant or venue specifically to watch a sports game with their dogs.

In response to this behavior, brands and event organizers are extending FIFA World Cup festivities to pets through dedicated fan experiences. For instance, in Kansas City, one of the US host locations for the event, Nestlé Purina has partnered with the local organizing committee, KC2026, to host a series of Dog Days events in the Fan Festival zone.

The organization invites football fans to attend with their dogs and take part in pet-focused activities. Attendees can receive a limited-edition Pet Kit, which includes an exclusive pet soccer jersey. The program will also feature interactive activities and a donation-driven community adoption program.

Companion animals and match mates

Rover surveys show that nearly 7 in 10 US pet owners (69%) plan to watch soccer or other sporting events with their pets this summer.

Pets are also influencing attendance decisions at major events. In the US, 82% of respondents said their pets factor into their attendance decisions, compared with 84% in Canada.

Many owners are adjusting their plans to accommodate their animals, with 30% of US and 31% of Canadian respondents reporting they limit time away from home to stay with their pets. Meanwhile, 17% in the US and 20% in Canada say they book a pet sitter when attending sporting events.

Daily routines are also being adapted: 77% of US pet owners schedule walks or potty breaks around halftime or other breaks during games. In Canada, 26% of respondents say they have shared photos or videos of their pets reacting to or watching sports on social media.