A historic soccer shop on East Hastings Street in Vancouver is seeing unprecedented global attention as Canada co-hosts the 2026 FIFA World Cup [1].
The surge in visitors highlights the economic and cultural impact of the tournament on local small businesses. As fans travel to Canada for the event, long-standing community landmarks are becoming primary destinations for international supporters seeking authentic gear and memorabilia.
Ferruccio Susin has operated the shop for 48 years [1]. The store has become a hub for jerseys and match-day equipment since the tournament officially began on June 11 [2]. The influx of customers has transformed the local business into a global point of interest during the competition.
"It’s a dream come true to see the World Cup on Canadian soil and have fans from around the world walk through our doors," Susin said [1].
The shop is located in British Columbia, where the city of Vancouver is serving as a host site. Local retailers have prepared for the event by stocking specialized merchandise to meet the demands of the worldwide audience, a shift that has brought significant visibility to the East Hastings Street corridor [1], [3].
While some reports indicated businesses were preparing in the week leading up to the event, the shop has maintained its momentum since the opening match [1], [3]. The visibility of the store reflects a broader trend of brands and local vendors investing in the tournament to capture the attention of millions of spectators [2].
“The shop has been operating for nearly five decades.”
The spotlight on Susin's shop demonstrates how mega-events like the FIFA World Cup create 'micro-tourism' hubs, where legacy local businesses benefit from the infrastructure and foot traffic of global sporting events. This shift provides a temporary but significant economic boost to neighborhood retail sectors that typically operate outside the primary tourist zones.
