Why the 2026 World Cup is a stress test for supply chains

By Asaf Curelaru, Operations Director for UK & Ireland at Exotec

On 11 June 2026, the biggest FIFA World Cup ever kicked off. For many retailers and logistics providers, that has meant not only higher sales volumes, but also increased pressure on fulfilment operations, inventory management and distribution capacity. With 48 participating nations and more matches than ever before, the real test is proving to be how quickly fulfilment operations can respond to volatile demand.

At major events like the World Cup, a result on the pitch can quickly shift priorities for retailers and fulfilment operators. Product mix can move between teams, sizes and categories within a short period of time. Managing that alongside short delivery windows, returns volumes and changing replenishment requirements is where operational flexibility becomes critical.

Unpredictable demand patterns increase fulfilment volatility

When the English national team reached the semi-finals of Euro 2024, football shirt sales in the country rose by 1,300%, with popular sizes selling out quickly. Short peaks like these are often followed by returns peaks, which also create additional strain on already busy fulfilment operations. The larger size and global scale of the World Cup mean this volatility is already being felt more widely, placing further pressure on supply chains.

Distribution centres are having to manage demand patterns that differ significantly from their normal operating assumptions. Operations must remain resilient and capable of meeting demand within tight delivery windows, while retailers simultaneously try to avoid excessive inventory levels and ensure the correct supply of labour. This is especially challenging during short-term campaigns or merchandise sales heavily influenced by sporting performance.

Although the World Cup is taking place in the United States, Canada and Mexico, a large share of the impact is being felt across the UK’s e-commerce, retail and fulfilment networks. The country has long been home to some of Europe’s most active distribution infrastructure, serving both domestic and international retail flows.

Furthermore, consumer expectations around delivery and product availability continue to rise. Even during peak periods, customers expect real-time inventory visibility and fast delivery, and operations need to process larger volumes while responding faster to changing demand patterns.

Flexibility becomes more important than scale

Many traditional warehouses are designed around relatively stable volume flows. The ongoing World Cup is demonstrating exactly how rapidly demand patterns can change, and therefore the need for more flexible fulfilment models that can scale up quickly during unexpected peaks continues to grow.

Retailers and logistics providers are investing in scalable automation technologies such as goods-to-person systems, robotic order picking and software platforms that provide real-time visibility into inventory positions and order flows. Automation has its biggest impact when it is connected to the wider operating model: planning, data, exception handling, maintenance readiness and clear ownership of performance.

This need for more flexible fulfilment does not apply purely to major sporting events. Retailers increasingly face shorter sales cycles, temporary campaigns and peaks that follow no seasonal logic. Agility is becoming a basic requirement for retailers operating in a less predictable environment.

Global events expose supply chain vulnerabilities

The 2026 World Cup is demonstrating how strongly global events impact local supply chains. For retailers and logistics providers, the ability to scale operations quickly without sacrificing efficiency is crucial.

All of this makes one thing clear: flexibility in logistics is no longer a luxury. The winners will not necessarily be the fastest retailers, but the supply chains best equipped to manage volatility.