FIFA World

Cup 2026

How a World Cup ‘charm bracelet’ became this summer’s must-have accessory

Bracelets have become a viral sensation at this World Cup Matt Slater/The Athletic

At a World Cup where a bus ride to the stadium can cost $95, a parking space is $250 and if you have to ask for the price of a ticket, you cannot really afford it, someone giving you something for free was always going to attract a crowd.

But even allowing for that most basic of economic impulses, the Bank of America’s marketing team has surely sewn up the employees of the month award for coming up with the World Cup’s hottest collectable, what it has dubbed the ‘BofA Fan Band’, but everyone else is calling the World Cup charm bracelet.

For those of you not on Instagram or TikTok, the aforementioned bank — FIFA’s official World Cup banking partner, no less — is giving away two million of these bracelets over the duration of the tournament.

Each one is comprised of a cord band, in either red, blue or black, and five metal beads, or charms, which you select from a range of 140 different designs, making each bracelet bespoke. These designs include generic items like the Jules Rimet Trophy and the Trionda ball, the name and colours of participating nations and, the clever bit, charms that represent each host city. So, for example, an Atlantan might want to have the Georgia peach bead on their bracelet, while a Bostonian might prefer a lobster, and a fan from Philly the cheesesteak.

Simple, fun, well executed. And now utterly viral.

The bank has been letting fans choose their own “personalised” bracelets in the official fan festivals and fan zones across the host cities and at U.S. Soccer House on Venice Beach in Los Angeles. But it has also been dishing out “pre-made, matchup-themed” bands at its stands at the stadiums and the fan zone in Washington D.C. There is also a “Fan Band Mobile Tour” that will bring the bands to you, providing you live in a “select host market”.

So, you have something that people want, is available in only a few places and will eventually run out. You do not need to be an economist to work out the rest.

Demand for these things has grown so fast in the fan fests that you now have to line up for a wristband that gives you an hour-long slot to join another queue to have your bracelet made for you.

As the final minutes of Wednesday afternoon’s Group B matches played out, the 5-6pm line in Philadelphia’s fan fest was easily 200 people long.

“The bracelets are the hit item of the fan festivals and everyone is obsessed with making one,” said Brianna, the friendly volunteer who was policing the top of the line.

Marie, Isabella and Gianluca were halfway down the line.

“We are waiting for the bracelets because they are the hot thing,” said Marie, while Isabella explained they had heard about them on TikTok and Gianluca promised he would not be selling his on eBay.

Morgan, Eric and Tiffany were about 20 people behind them. What was it about the bracelets that brought them to this line?

“We’re excited to represent America by getting a bracelet that represents our patriotic ways and just celebrates all these people coming to Philly for the World Cup,” said Morgan.

“Cos, it’s free,” admitted Eric, who then said he was giving his to his mom, as it was her who tipped him off about them.

When I mentioned that some entrepreneurs were listing their bracelets on online market places for $100 and more, Eric said: “Screw my mom! Don’t put that on the internet.”

Sorry, Eric.

Maddie, Megan and Mike were delighted with their designs and assured me they would be keeping theirs.

“Yeah, it’s a once-in-a-lifetime type thing,” said Mike.

Johnny and his family from Ecuador all said the same…until I asked if they had seen the prices online.

“Maybe I’ll change my mind,” said Johnny.

England fan Jayne Clabon is wrestling with the same dilemma.

On the one hand, she is very proud of herself for getting on this train early, as she picked up her first bracelet in a fan park in Boston in the first week. Clabon now has 15 of them. Presents for all of the family or a good way to recoup some of the costs of a two-week trip to the tournament?

“If the Bank of America get in touch for an endorsement or TV campaign, I’ll act as her agent,” said travel partner Marc England.

Who knows, Marc, maybe they will. In the meantime, they are feeling pretty pleased with themselves.

“FIFA World Cup 2026 is the first World Cup on U.S. soil in decades and we wanted to create memories that will last even longer,” said David Tyrie, president of its marketing, digital and specialized consumer client solutions team, which is quite a lot to fit on that employee of the month award.

A fan shows off her bracelet collection (Matt Slater/The Athletic)

“BofA Fan Bands are designed to capture the energy of FIFA World Cup 2026, celebrating the iconic teams, passionate fans and the host cities at the heart of the tournament.”

It’s not just because they are free, then.

What I can add is that there are no plans to make any more of them — two million is enough — but there are some new beads coming that a spokesperson for the bank said “will help create more unique memories as we move into the knockout rounds.”

So, while the collectors, freebie-hunters, queue-joiners and traders wait for those, I am taking offers for my charm bracelet. If the combo of Rocky’s Gloves, the Trionda, the Jules Rimet, Liberty Bell and Philly City Hall appeals, make your bids in the comments.

Jun 26, 2026

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