The ongoing FIFA World Cup 2026 is generating renewed global demand for sporting goods, creating indirect export opportunities for manufacturing hubs supplying footballs, sports equipment and related accessories. For Pakistan, the event comes at a time when the country’s sports goods industry is already showing a steady growth, supported by rising international orders and gradual diversification of export markets.
According to the Pakistan Bureau of Statistics, exports of sports goods increased to USD282.69 million during July-February FY2025-26, compared with USD249.59 million in the corresponding period last year, reflecting a 13.26 percent year-on-year increase. The growth highlights improving competitiveness in a sector that remains export-oriented and heavily reliant on international demand cycles linked to major sporting events.
Trade data indicate that footballs continue to dominate Pakistan’s sports goods exports. During July 2025-January 2026, exports of footballs were around USD155 million. The major destinations for exports during 2024 include Germany, United States, Spain, United Kingdom, and France. Besides, between 2023 and 24, the United Arab Emirates, Mexico and France were among the fastest growing markets for sports equipment exports from Pakistan.
While football remains the leading export category, the industry also produces sports gloves, cricket equipment, hockey gear, fitness products, and other sporting goods, indicating gradual diversification within the sector.
The city of Sialkot remains the manufacturing backbone of Pakistan’s sports goods industry. Known globally for its skilled labor and specialized production ecosystem, Sialkot manufactures an estimated 40 million footballs annually and supplies sporting goods to international brands and global markets. Its industrial
cluster also produces cricket bats, hockey sticks, gloves, martial arts equipment and protective sports gear, making it one of the most diversified sports manufacturing bases in the region.
The World Cup cycle typically influences global demand patterns for sporting goods, particularly football-related products. While Pakistan is not participating in the tournament, its manufacturing sector remains indirectly linked to global supply chains that intensify production ahead of major sporting events. Industry stakeholders note that such events help sustain export orders, particularly for footballs, training equipment and fan- related sports merchandise.
Pakistan’s sports goods exporters are also expanding their footprint in regional markets. China has emerged as a growing destination for Pakistani sporting goods, including footballs, basketballs, volleyballs, sports gloves and outdoor equipment. This reflects gradual diversification in the export destinations, although traditional markets in Europe and North America remain significant.
Trade potential estimates suggest considerable room for further expansion in Pakistan’s sports goods exports. United States offers the largest untapped market for Pakistani sports equipment, along with Germany and China. There exists a gap between Pakistan’s current export performance and the level of exports that could be achieved based on market demand, Pakistan’s export competitiveness and prevailing trade conditions.
While Pakistan has traditionally relied on established buyers in Europe and North America, substantial opportunities remain in both mature and emerging markets. Realizing this potential, however, will require improvements in product innovation, branding, compliance with international standards, and stronger commercial engagement with overseas buyers.
At the global level, competition in sports goods manufacturing continues to intensify. China’s Yiwu region has become major wholesale and manufacturing hub in global sporting goods supply chains. Around 70 percent of merchandise lined to the FIFA World Cup 2026, including flags, jerseys, souvenirs, and fan accessories, originates from Yiwu, demonstrating the region’s large-scale production and global distribution networks.
Yiwu’s sporting goods exports reached 11.65 billion Yuan (around USD1.72 billion) in 2025, making a 20.3 percent year-on-year increase, while exports in the first two months of 2026 rose by 38.5 percent as compare to the same period last year.
The comparison between Yiwu and Sialkot highlights structural differences between the two export ecosystems. Yiwu’s strength lies in mass production, integrated supply chains and rapid fulfilment of large-volume orders, particularly for event-driven merchandize. Pakistan, by contrast, has developed a niche in specialized and value-added sporting goods, particularly hand- stitched footballs and high-quality sports equipment, where craftsmanship and product durability remain key competitive advantages.
Industry experts argue that Pakistan’s sports goods sector faces the need for structural upgrading to sustain long-term growth. Key areas include automation, product innovation, compliance with international quality and sustainability standards, branding, and greater integration with global retail and e-commerce platforms. Diversification beyond footballs into higher-value sports products is also seen as critical for reducing concentration risk.
Although the sports goods industry accounts for a relatively small share of Pakistan’s overall exports, it remains an important non-traditional export sector alongside textiles, leather, and surgical instruments. Its significance lies not only in foreign exchange earnings but also in employment generation, industrial clustering in Sialkot, and Pakistan’s broader strategy of export diversification.
As the FIFA World Cup 2026 continues to influence global sporting goods demand, Pakistan’s sports goods industry is positioned to benefit from cyclical opportunities in international markets. Sustaining this momentum, however, will depend on the sector’s ability to move up the value chain, strengthen competitiveness, and expand its presence in diversified global markets.
The writer is an Associate Research Fellow, Sustainable Development Policy Institute (SDPI)