Michael Scott · 10 June 2026
World Cup Kit Search: Why Only England and Scotland’s FAs Win Their Own Term
The most efficient performer in World Cup kit search is the official England Store, which wins 8.9% of all visibility from one keyword. The Scottish FA does the same. Almost every other association is beaten on its own kit term, usually by its own kit maker, handing away the cheapest sale there is.
Across the whole World Cup kit search market, the most efficient result of the lot belongs to a single official store. The England Store ranks first for "england kit", the biggest term in the set at 5,400 searches a month, and that one ranking alone is worth 8.9% of all share of voice. No manufacturer or retailer comes close to that return from a single page.
Own your name, own the sale
The Scottish FA pulls off exactly the same trick for "scotland kit", the second-biggest term at 3,600 a month. But the pattern breaks down fast after that. For almost every other qualified nation, the official association store is beaten on its own kit term, usually by the kit manufacturer, sometimes by Sports Direct. The Dutch KNVB and US Soccer at least make second; the French, Argentine, German and Belgian federations are pushed further down their own name.
| Term | Searches/mo | Ranks #1 |
|---|---|---|
| england kit | 5,400 | England Store (official) |
| scotland kit | 3,600 | Scottish FA (official) |
| portugal kit | 2,900 | Puma — FA store 2nd |
| argentina kit | 1,300 | adidas — FA store 3rd |
| germany kit | 1,300 | adidas — FA store 5th |
| france kit | 1,000 | Nike — FA store 3rd |
| netherlands kit | 590 | Nike — KNVB 2nd |
| usa kit | 210 | Nike — US Soccer 2nd |
That is brand traffic, and sales, being handed to someone else. When a fan searches "[nation] kit", they are often ready to buy the official shirt. If the association's own store is not the first result, the manufacturer or a retailer pockets the cheapest, highest-intent sale available, on the association's own name.
Our take: if you own the brand, you should own the brand term. An official store ranking first for its own nation is the single best piece of search real estate a federation can have, and only England and Scotland are claiming it. Everyone in the red rows above is leaving money on the table every single month, not just during a World Cup.
What it means for any brand
This is not only a football lesson. Any business with a recognisable name should check that it, and not a reseller, marketplace or even its own supplier, ranks first for its own brand search. It is the cheapest traffic you will ever earn and the easiest to lose. If you want us to audit who is ranking for your brand terms, get in touch.
Part of our World Cup kit search series. See the full league table in who wins World Cup kit search. Figures from Semrush's UK database, June 2026, covering nations qualified for the 2026 World Cup.