Dewan Mashuq Uz Zaman
FIFA World Cup has created a surge in Bangladesh’s jersey market, with fans driving demand across retail and wholesale channels. Argentina and Brazil remain the top choices, while local production and rising import costs shape this year’s business landscape.
World Cup matches are underway, and Bangladesh’s jersey market is already seeing steady movement as fans continue to buy team kits across retail and wholesale hubs.
Business estimates place the country’s sports goods market at around Tk 1,500–2,000 crore. Demand typically peaks during World Cup cycles, with jerseys leading the surge alongside footballs, flags, televisions and projectors. Traders say this year’s buying started earlier than usual after team designs were released ahead of the tournament, shifting demand forward compared to previous editions.
Jerseys remain the centre of activity. Markets in Gulistan, Bashundhara City Shopping Mall and the Maulana Bhashani National Hockey Stadium area continue to draw regular crowds. Purchases are driven by personal use and group gifting. Argentina and Brazil lead demand, followed by Spain, France, Germany, Japan and Portugal. Demand is heavily concentrated around a few global teams rather than spread evenly across all participating nations.
Fan edition jerseys account for most sales. Player editions move in smaller numbers. Prices range from about Tk 200 to 300 at roadside stalls and around Tk 400 to 1,500 in retail shops. In several stores, Argentina makes up a significant share of sales, though the exact proportion varies by outlet.
Wholesale markets in Dhaka remain active as well. Traders point to early design releases as a key factor that shifted demand forward this season. Import costs have risen due to currency pressure and higher material prices, adding roughly Tk 100 to 200 per jersey compared with previous World Cup cycles. Fabric continues to come mainly from China, while stitching and production take place locally, mostly in Narayanganj. This structure links World Cup demand directly to Bangladesh’s broader textile and garment value chain, where imported inputs move into local manufacturing before reaching retail shelves.
Sales activity remains steady across channels. Some wholesalers report daily volumes reaching into the thousands during peak periods. Seasonal vendors operating from vans and roadside stalls also report consistent movement, selling dozens to over a hundred pieces a day depending on location. Early market closing hours have, however, reduced trading time in some areas.
Beyond jerseys, related merchandise such as flags, cups, medals and crests are also seeing higher demand as group viewing culture builds around matches. Electronics retailers expect a strong rise in large-screen and smart TV sales, with the seasonal TV market estimated at around Tk 1,000 crore. Food and beverage businesses are also seeing increased demand, driven by late-night match schedules that push higher consumption of tea, biscuits and snacks.
Traders continue to highlight import delays, currency pressure and rising costs as ongoing challenges affecting stock and pricing. Post-tournament uncertainty also remains, with some stock tied to country-specific jerseys becoming harder to clear once the World Cup ends. Even with these pressures, market activity remains steady, driven largely by younger consumers who continue to fuel World Cup spending.
Markets across Bangladesh remain active as matches continue, with consistent demand centred on jerseys and supporting merchandise.
