Israeli HP Indigo Drives Digital Printing Innovation Behind 2026 World Cup Campaigns

As the 2026 FIFA World Cup approaches, digital printing technology is playing a pivotal role in creating personalized and interactive merchandise for fans worldwide. Major brands like Coca-Cola, Budweiser, and Lay's are leveraging digital printing to produce collectible packaging and customized products that celebrate the tournament, such as Coca-Cola's "Peel, Sip, Collect" campaign featuring digital stickers of players on over a billion bottles.

At the heart of this printing revolution is HP Indigo, an Israeli-founded company headquartered in Nes Ziona with its main manufacturing plant in Kiryat Gat. HP Indigo dominates the global digital printing market, holding approximately 66% market share with 7,500 digital presses worldwide. The company also controls about 92% of the flexible packaging printing market and has sold over 3,000 digital label printers. Its technology enables direct printing from digital files, allowing mass customization and rapid production, a significant shift from traditional analog offset printing.

HP Indigo's CEO, Noam Zilberstein, who joined from GE Healthcare, expressed amazement at the technology's potential and highlighted the company's substantial contribution to Israel's economy, accounting for roughly 0.5% of GDP and 2% of high-tech exports, with over 2,000 employees. Founded in 1977 by inventor Benny Landa, HP Indigo pioneered digital printing without aluminum plates, using ElectroInk technology, which revolutionized the industry.

Despite challenges such as the October 7 attacks near their factory and ongoing regional conflicts, HP Indigo maintained continuous operations, supported by global management and customer empathy. Zilberstein emphasized the company's resilience and commitment to business continuity during turbulent times.

Looking ahead, Zilberstein envisions artificial intelligence and automation as transformative forces for the printing industry, simplifying processes, enhancing efficiency, and enabling smarter, faster production. He compared AI's impact on printing to how Waze revolutionized navigation, predicting it will eliminate current challenges and redefine the printing landscape.

The 2026 World Cup thus not only celebrates football but also showcases Israeli innovation in digital printing technology, with HP Indigo at the forefront of this global industry shift.