Leading international sports retailer, Sports Direct, has partnered with London’s on-demand delivery platform, Zapp, to bring FIFA World Cup 2026 merchandise to fans across the capital in as little as 20 minutes. From shirts ahead of kick-off, to last-minute match-day essentials, the service gives fans instant access to official merchandise for the first time.
The partnership reflects a shared ambition to make major sporting moments more accessible, bringing fans closer to the action through instant access to the products that help them feel part of the game. Combining Sports Direct’s leading football offering with Zapp’s on-demand delivery network, fans will never miss a moment when it comes to supporting their team.
Customers can order FIFA World Cup merchandise alongside drinks, snacks, and match-day essentials in a single order, delivered in minutes, around the clock. England fixtures are expected to be among the busiest events of the year on Zapp. With many World Cup matches kicking off late at night for fans in London, demand is increasingly driven by last-minute purchases with 78% of football-related orders placed within 90 minutes of kick-off, which is outside of retail hours.
A Sports Direct spokesperson commented: “The FIFA World Cup is one of the biggest moments in the global sporting calendar. Through our partnership with Zapp, we’re extending access to our FIFA World Cup 2026 range across London, combining Sports Direct’s industry-leading football offering with Zapp’s on-demand delivery capabilities. The partnership reflects our continued focus on meeting customer demand and providing fans with greater accessibility to official merchandise throughout the competition.”
Rowan Lawson, commercial director at Zapp, commented: “Football creates some of the most spontaneous and iconic shopping moments of the year. You decide to invite some friends over and want to get an England shirt before kick-off to host in style. 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. We expect thousands of London customers to order during matches throughout the tournament, and we’ve already seen football-related searches on Zapp rise over 300% since the teams landed in the US.”
The announcement follows the launch of Sports Direct’s FIFA World Cup 2026 campaign, “When Football Was Football”, celebrating the nostalgia, traditions and shared memories that have defined football’s greatest tournament across generations. Through both the campaign and its partnership with Zapp, Sports Direct is helping fans become part of those moments instantly.
Sports Direct and Zapp’s partnership will run for the whole duration of the 2026 FIFA World Cup tournament. Selected FIFA World Cup 2026 products are available now via Zapp at justzapp.com and through their iOS and Android apps.
