The free charm bracelets for World Cup 2026 fans are a hot commodity, drawing continuous demand. Since the beginning of the week, many people have been queuing for over one hour at stadiums in Atlanta and East Rutherford, USA, to receive them. Over 700,000 bracelets have already been distributed at the tournament.

Designed by multinational financial services and banking group Bank of America, the bracelets are distributed daily on match days. Fans wishing to make their own at fan festivals must book an appointment in advance.

A World Cup bracelet featuring a charm set for Dallas, Texas, USA. *Photo: Bank of America*

Spectators can select charms representing each host city. For instance, the New York charm set includes a pizza slice and the Statue of Liberty. This week, organizers introduced new charm sets specifically for the round of 16, quarterfinals, semifinals, and final.

Karina Guerra, a fan from El Salvador, shared that she waited one hour to receive a souvenir in East Rutherford, New Jersey. She has collected four bracelets and bypassed the expensive merchandise stalls just behind the stadium gates.

"Last time we had to wait two hours. It's fantastic. This is a very unique idea," she told Reuters.

Elizabeth's Instagram account showcased a bracelet with the caption: "This is the most sought-after World Cup souvenir. I went to Boston and got one. The charms are quite large, high quality, and represent the city you're in." *Video: Instagram Elizabeth*

Noah Sigal arrived at New York New Jersey Stadium as soon as the gates opened and patiently waited one and a half hours to get a bracelet before the France versus Sweden knockout match on 30/6.

"This is a once-in-a-lifetime item. You'll never get a chance to own it anywhere else. I'll keep it forever, never sell it," Sigal stated.

Fans appreciate that the bracelets do not feature an overt sponsor logo, but rather integrate it subtly. Cindy Nguyen Thomas, Bank of America's Director of Sports and Entertainment Marketing, told Reuters: "Many people don't realize there's a flag-shaped charm. That is actually the Bank of America logo."

World Cup bracelets with randomly arranged charms. *Photo: FIFA World Cup 2026 Volunteers*

According to Thomas, the bracelets' viral spread on social media has far exceeded expectations. They plan to distribute a total of two million bracelets throughout the World Cup. Currently, many are appearing on resale platforms, with prices ranging from 50 to 500 USD (1.3 million to 13.1 million dong).

Thomas attributes the demand to the product's limited edition status. Her team drew inspiration from the friendship bracelets that became a sensation during Taylor Swift's Eras Tour, aiming to make the World Cup bracelets the most coveted item.

This campaign is seen as a counter-movement amidst criticism of World Cup 2026 for its exorbitant ticket prices, expensive merchandise, and dense in-stadium advertising. Even "water breaks" are utilized to sell more advertisements. This reflects the immense commercial value of the tournament, where businesses invest substantial amounts simply to associate their names with the World Cup.

Hoa Mi (via Reuters)