The 2026 FIFA World Cup group stage has begun with the U.S. men’s national team facing Paraguay tonight at 9 p.m.. ET. According to the source, brands such as Nike, McDonald’s, and Gap have already rolled out a wave of official merchandise, from jerseys to bucket hats and collectibles.

Paraguay vs. U.S. in the First Group Match

The opening game pits the U .S. squad against Paraguay,a clash that could set the tone for the rest of the tournament. The source notes the match will take place tonight ,marking the first competitive test for the U.S. men’s side since the 2022 World Cup.

Nike’s Dual Role as Kit Maker and Merchandiser

Nike, the official kit maker for both U.S. men’s and women’s teams, is offering authentic and replica jerseys for all ages. Fans can buy them blank or with a chosen player’s name and number on the back, a detail highlighted by the source. This move underscores Nike’s deepening partnership with FIFA and its strategy to capitalize on the tournament’s hype.

McDonald’s, Gap, and Crocs Join the Commercial Frenzy

Fast‑food giant McDonald’s and apparel brand Gap have launched World Cup‑themed lines, while Crocs supplies Jibbitz charms featuring mascots Clutch , Zayu, and Maple. The source reports that these items are part of a broaader commercial landscape saturated with tie‑ins, reflecting the event’s status as the biggest sports spectacle of the summer.

Collectors’ Gold: Limited‑Edition Jerseys and Blind Box Figurines

FIFA has released limited‑edition jerseys honoring the 12 host cities, and collectors can also buy a set of official match balls from past tournaments. Additionally, a blind‑box series of 33 mini‑figurines, including stars like Harry Kane and Lionel Messi, is available. The source points out that these products cater to both nostalgic fans and new enthusiasts.

What’s Still Unclear About the Merchandise Boom?

While the source lists the brands involved , it does not disclose the exact sales figures or the projected revenue for the World Cup licensing deals. It also leaves unanswered whether smaller, independent vendors will enter the market or how the surge in merchandise will affect local economies in the host cities.