8 to 9 million flags in one month, exports to 148 countries, 36 percent growth for one manufacturer — the US, EU and Latin America as new drivers

This is according to data from Chinese manufacturers and customs statistics from Shandong Province.

China is seeing a sharp rise in exports of sports goods. Manufacturers are seizing business opportunities provided by the upcoming FIFA World Cup to accelerate their entry into overseas markets.

The 2026 FIFA World Cup is the 23rd edition of the tournament. But it will be the first to feature 48 teams and three host countries. The tournament will be held jointly in Canada, Mexico and the United States from June 11 to July 19. This sporting event has triggered a real craze around flags.

One month before the tournament, a flag manufacturer in Qingdao, Shandong Province, had already produced 8 to 9 million units. These include national flags, banners and hand-held flags.

Facing intense competition from global orders, the Qingdao Wonderful Flag Industry Company factory introduced a second shift to increase production capacity. Huo Qingliang, the company’s manager, said: “We are constantly receiving orders for flags of leading contenders such as Spain, Argentina and Brazil. Production is running non-stop. All our orders will be shipped about 10 to 15 days before the World Cup begins.”

Beyond the sharp rise in sales of World Cup-related products, some sporting equipment manufacturers have successfully expanded their presence in the United States. They have taken into account feedback from overseas online influencers and are producing more compact and easier-to-assemble products with new features that better meet the specific needs of American consumers.

Zheng Guoliang, president of Qingdao Royal Health Industry Company, shared the numbers: “From January to April, our export revenue reached nearly 80 million yuan. That is 36 percent more than last year. The United States accounted for 70 percent of that growth.”

According to customs statistics, in the first four months of the year, Shandong Province exported sports goods and World Cup-related products worth nearly 5 billion yuan — about 735 million US dollars. That is an increase of more than 4 percent compared to the same period last year.

Qi Huaipeng, a local customs official, clarified: “The products are mainly exported to the United States, the European Union and Latin America. Among these, the EU and Latin America are new growth drivers. The biggest increases were seen in water sports goods and outdoor game equipment.”

The World Cup is still approaching, but Chinese manufacturers are already earning billions. But here is something to think about. While the world will be watching football, China will be watching the cash register. And if today it is flags and sports equipment, tomorrow it could be biometric bracelets for fans, smart security systems for stadiums, and augmented reality for broadcasts.

Global sports have long ceased to be just a game. It is an industry. And China has learned to be its main supplier. And it looks like this is only the first half.