With the 2026 FIFA World Cup just days away, Bangladesh’s sportswear market is in full swing. Football fans of all ages are flocking to stores to buy jerseys of their favourite teams, while retailers are racing to meet the surging demand, which is largely driven by fan and player-edition replicas.
The 2026 tournament is expected to break sales records due to its expanded format. Bangladesh’s World Cup culture is a phenomenon of pure and unmatched fanaticism. Despite the national team never having qualified for the tournament, the excitement transforms the country into a month-long festival. The fierce rivalry between Argentina and Brazil supporters in Bangladesh often attracts international attention. This enthusiasm also fuels the business sector, as the country boasts a thriving sports merchandise market.
Although there are no official revenue figures, retailers and wholesalers say they are selling hundreds of jerseys every day, with demand increasing steadily. The trend is expected to continue until the start of the World Cup and generate millions of takas in revenue. Some retailers began stocking and selling jerseys three to four months in advance to maximise profits. This is largely because sales typically slow down once the tournament begins, as most customers prefer to make their purchases beforehand.
“I brought in my products during Ramadan. Although sales were slow initially, demand has risen significantly over the past few weeks,” said a retailer at Bashundhara Shopping Complex.
Compared to previous World Cup cycles, this year’s market is said to be booming, with many describing it as the strongest in recent memory. Mohammad Sujon, a dealer who owns a shop in Gulistan, the country’s largest wholesale sports goods market, described this year’s business as exceptionally strong.
“Thousands of pieces are being sold every day, around 2,000 to 4,000 at least. Though it is difficult to calculate accurately, I believe the entire market has already generated more than Tk 2-3 crore. People have been flooding our shops even before Eid,” said Sujon.
On the other hand, some have experienced a disappointing season. One wholesaler from Gulistan spoke about the difficulties he has faced.
“Due to the Eid holidays, there was a delay in the start of the season. We began late and faced supply issues. I’ve only been able to sell around 200 pieces over the last few weeks, so it is going to affect my revenue,” he said.
According to local retailers and dealers, the quality of imported jerseys, particularly those from Thailand and China, has been well received. Locally produced jerseys, however, have faced criticism for their comparatively lower quality.
Al Amin Bhuiyan, another wholesale dealer, praised the quality of imported products, saying it is one of their biggest selling points.
“The material is first-class. The stitching and designs make the jerseys attractive. They do not tear easily, and the colours do not fade,” said Bhuiyan.
Wholesale prices for Thai and Chinese jerseys range from Tk 800 to Tk 1,000, while retail prices typically range between Tk 1,100 and Tk 1,600. Locally produced jerseys cost wholesalers around Tk 400 to Tk 500 and are sold at retail prices ranging from Tk 600 to Tk 800.
Most of these are fan or replica versions. The most expensive jerseys are authentic player editions, which remain relatively rare in Bangladesh and can cost between Tk 15,000 and Tk 20,000 apiece.
Traditionally, Argentina and Brazil jerseys are the biggest sellers due to the enormous fan bases both nations enjoy across the country. However, jerseys of Spain, France, Germany, England and Portugal have also seen a steady rise in demand.
Despite the market’s strong performance, it has attracted criticism from consumers and football enthusiasts.
Sheikh Rownak Ahmed, an Argentina supporter, criticised rising prices and the behaviour of some retailers.
“Before the World Cup season, jerseys were very affordable, but prices have doubled over the past few weeks. Some shopkeepers can also be quite rude and show little respect to customers,” said Ahmed.
The online market has also faced criticism over delivery delays, inconsistent product quality and pricing concerns.
Shouhardo Khandker, an online retailer, pointed to shipping delays and manufacturer-set prices as two of the main causes behind these issues.
“Not everyone’s products arrive in the country at the same time. Delays can range from weeks to months, which affects delivery schedules and sometimes quality control. In addition, overseas manufacturers set the prices and, because these are FIFA-approved products, they are often expensive. This creates price increases throughout the supply chain, from wholesale to retail. That is why prices are often high, although some retailers do charge unnecessarily high mark-ups,” said Khandker.
