From football fans to collectors: The new game behind the game

While the world’s best footballers battle it out on the pitch at the 2026 FIFA World Cup, another competition is quietly playing out in homes, shops and online communities around the world.

It’s not about goals, trophies or national pride — it’s about the thrill of the chase.

A growing collectibles economy is transforming the way fans interact with major sporting events, with everything from limited-edition figures to “blind box” surprises becoming part of the modern fan experience.

Speaking on HOT Business with Jeremy Maggs, powered by Standard Bank, ZURU country manager Glenn Ambrose explained how products like FIFA Ballers are tapping into something far bigger than traditional merchandise.

Unlike buying a standard football shirt or souvenir, blind box collectibles add an element of mystery — because fans don’t know exactly which player they’ve secured until the moment they open the capsule.

And that moment has become part of the magic.

Listen to his full interview below:

Ambrose says the trend is being driven by a combination of football passion, nostalgia and the growing desire for consumers to collect, trade, display and share their experiences online.

While younger fans are fuelling the trend through unboxing videos and social media communities, the rise of so-called “kidults” has also changed the game — with many adults now spending on collectibles that reconnect them with childhood memories.

It’s a shift luxury and lifestyle brands understand well: the experience around a purchase can be just as powerful as the product itself.

According to Ambrose, affordability is also a key driver, giving fans the chance to build collections without having to spend thousands on rare sports memorabilia.

And while World Cup fever may last only a few weeks, the collectibles market shows no signs of slowing down — with sport, nostalgia and the thrill of finding that rare item continuing to create new opportunities.

Because sometimes the biggest excitement isn’t knowing what you bought.

It’s discovering what you found.