The 2026 World Cup: How Brands Can Score with Experiential Marketing

The United States hasn’t hosted World Cup games in over 30 years, and the excitement surrounding the 2026 games is huge. For brands, this is not only an incredible opportunity, it’s also a game-changer.

Starting in June of 2026, the United States will host matches in 11 U.S. cities, setting the stage for impactful experiential marketing opportunities. This is a unique moment to leverage the excitement and make connections with passionate soccer fans and multicultural audiences.

Whether you’re an official sponsor, a global brand, or even a local company looking to tap into the excitement, the World Cup will be the ultimate playground for immersive activations and consumer engagement.

Below, we take a look at why brands need to take full advantage of this opportunity and the strategies that can help you stand out.

Why the 2026 World Cup Is a Goldmine for Brands

• Massive Audiences: The U.S. games alone are expected to bring in millions of fans in person, with an even larger global audience tuning in. The foot traffic and media visibility will be unlike any other sporting event.
• Multiple Opportunities: With matches taking place across the country, from Los Angeles to New York to Atlanta, each host city offers its own unique vibe and culture that brands can tap into to add local or regional flair.
• Long-Term Buzz: Unlike one-off events like the Super Bowl, the month-long tournament offers brands a chance to connect with fans through ongoing activations and promotions that keep them engaged. Brands can also activate in the months leading up to the games to capitalize on the growing excitement and anticipation surrounding the event. 
• Electric Atmosphere: Soccer boasts the largest global fan base of any sport, and the fans bring a level of passion and enthusiasm that you don’t find in most sports. The fandom creates the perfect stage for immersive and interactive experiences, giving brands the opportunity to tell their story and create memorable moments for fans.

Top Experiential Marketing Strategies and Tactics to Consider

Pop-Up Fan Zones

Brands can create immersive pop-up experiences that tie into the game, the teams, and the culture of the host city. Activations should meet fans where the energy is highest, such as:

• Just outside the stadium and in tailgate areas
• Inside airports and around mass-transit hubs
• In high foot traffic areas around the host city and famous landmarks that attract tourists

Brand Villages

Large-scale brand villages can serve as places where fans can come together for entertainment and interactive experiences. Think festival-style setups with immersive fan experiences, lounges, and live entertainment. These spots will extend the energy of the stadium into the heart of the host city. 

Branded Vehicles

Take your brand to the streets with a branded trailer or vehicle. Stationed around fan zones, the venue, or hotspots in the host city,  the visibility of branded vehicles, both on the road and at activations, attracts attention and creates a lot of buzz. 

Street Teams

Street teams are one of the most budget-friendly and versatile tactics to get your brand in front of fans. Equip teams with engaging talking points and an element of surprise, whether it’s branded giveaways, interactive games, or instant perks. Offer something of value, such as QR codes for digital discounts, exclusive watch party invites, or free samples.

Sponsored Watch Parties

Not every fan can make it to the venue, but watch parties can be just as exciting. Partner with bars, restaurants, or outdoor venues in both host and non-host cities to create branded fan zones with big screens and exclusive giveaways.

Culturally Relevant Experiences

Highlight the global nature of the World Cup with music, food, and entertainment of participating countries to recognize and celebrate the diversity and culture of the teams. This not only fosters inclusivity but also makes experiences more authentic.

Eco-friendly Swag and Samples

Giveaways should be both useful and eco-friendly so they don’t wind up in the nearest landfill. Items like refillable water bottles, keepsake items, or reusable cooling towels with team logos are just a few ideas to consider. Or deliver something intangible, like a 360° photo booth experience or AR filters that create instant share-worthy social content.

Interactive Tech 

Immerse fans in the action with technology-driven experiences, like AI-powered photo ops, AR gaming floors, or video game lounges. These types of high-tech elements are hyper-personalized and deliver instant engagement.

4 Things to Consider if You’re Planning an Activation During the World Cup

• Plan Early: Keep in mind that with an event of this scale, logistics can be complex due to the volume of other brands activating. Plan well in advance and secure vendors like production companies, AV providers, event staffing agencies, etc. The sooner you secure these resources, the better off you’ll be.
• Hire the Right Staff: Multicultural brand ambassadors are incredibly important to building authentic connections with fans from diverse backgrounds.
• Think Big and Small: Large activations get the industry’s attention, but smaller, highly personal moments, such as a meet-and-greet with an MLS player or local celebrity, can make just as much of an impact on fans.
• Make it Social: Create activations with shareworthy content in mind. Incorporate photo ops, hashtags, and giveaways that encourage fans to share on social media.

The 2026 World Cup will be a big moment for brands that know how to show up, stand out, and create experiences that fans will remember. Whether you choose to activate in multiple host cities or just one, the key is to connect with fans through experiences and interactions that create lasting connections.

With 20+ years of experience and a nationwide network of 480,000+ event professionals, we specialize in providing brand ambassadors, street teams, event managers, mobile tour staff, and more. In fact, we have staffed activations at a variety of sporting events across the country, including the Olympics, Super Bowl, Final Four, and MLS games, to name a few.

The 2026 World Cup will be a huge experiential marketing opportunity for brands, and whatever your goals are, we will go above and beyond to ensure you have the right people in place to bring your vision to life and help you succeed.

Contact us to learn more about our experiential marketing event staffing solutions!