Expo Guadalajara hosted the 43rd edition of the Expo ANTAD from May 19 to 21, 2026 in Guadalajara, Mexico. At the venue, Mikel Arriola, president of the Mexican Football Federation, delivered the keynote address ahead of the trade show’s official inauguration. The main topic: World Cup.
Soccer as a Business
“We are 24 days away from the largest event in human history in terms of magnitude,” Arriola said, referring to the 2026 World Cup.
Soccer, he continued, is the most popular sport on Earth, and North America is the most integrated and wealthiest region in the world.
Mexico records 100 million soccer fans, while the United States has 60 million. However, when a person attends a match in Los Angeles, the stands are dominated by a Mexican population.
The Hispanic population in the United States represents the fifth-largest Gross Domestic Product (GDP) in the world, Arriola highlighted. Furthermore, he noted that the growth rate of this GDP is the third fastest globally, and the income of Hispanics there has increased by nearly 40%.
“I believe one of the best ways to look at soccer is from a consumer perspective, because you realize it is the most consumed and popular sport in the world. We are going to have the biggest World Cup in human history,” he mentioned.
There will be 62% more matches than in Qatar 2022, featuring 16 stadiums across three countries.
Inside Expo ANTAD 2026
Diego Cosío, executive president of the National Association of Self-Service and Department Stores (ANTAD), shared that this edition featured more than 50,000 represented brands, as well as over 2,500 buyers and representation from 70 countries.
“We exceeded our goals by over 10% in the number of participating companies, by 7% in the number of visitors, and saw a 12% growth in generated revenue because Mexico is trending,” said Manuel Álvarez, general coordinator of Expo ANTAD, in an interview with Abasto Media during the third day of the trade show.
Russia, Korea, and Indonesia were three new countries showcasing products during Expo ANTAD 2026.
Jalisco, where Guadalajara is located, ranks fifth nationwide in total export value and is the leader among Mexico’s non-border states, highlighted Pablo Lemus, governor of Jalisco, during the inauguration of Expo ANTAD 2026.
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Expo ANTAD has solidified its position as one of the industry’s most important business gatherings, setting the pace for the global retail event calendar.
“Expo ANTAD has become a global benchmark, so other organizers call us and ask when we plan to host the event so they don’t clash with ours,” Álvarez noted.
Given this situation, the organizing committee confirmed an adjustment to its dates to maintain its international relevance. “We are going to shift the dates again, but always within the parameters of the second quarter; we will be holding the event between April and May,” Álvarez announced, specifying that the ideal projected window is between the last week of April and the first week of May.
Looking ahead to next year’s edition, the organization is already preparing a renewed commercial offering aimed at key niches within the consumer market.
“We have an interesting turnout coming from other, more specialized sectors within grocery and edibles,” the general coordinator anticipated, detailing that next year will place a major focus on specific categories such as dairy, cold cuts, and sweets.