The old World Cup retail model was already demanding. A bigger field appears to stretch it further.
That matters because modern World Cup buying is no longer only about die-hard supporters. Football shirts now sit in fashion, streetwear and social media culture as much as in the stands.
If fans are thinking earlier, shops have to move even earlier still.
The report says Crown Sports began planning months ahead and focused on likely high-demand teams such as Argentina, France, England, Portugal and Brazil. That feels like the pragmatic response to a crowded tournament: not trying to cover everything, but trying to be right on the biggest calls.
The update also says projections may need to be made eight to 10 months before stock arrives. In a football market driven by sudden storylines, that is a gamble of timing as much as taste.
Chopra is also quoted as saying it has been “a lot of work” to source from a bigger pool of federations. That may be the hidden theme of this expanded World Cup: the demand curve can change overnight.
A breakout player, a shock run or a fast-moving knockout story can turn a quiet shirt into the item everybody wants. That is great for excitement, but brutal for stock planning.
As the tournament draws closer, the next thing to watch is whether retailers back breadth or certainty - and which surprise team forces the sharpest scramble once the football starts.