The last World Cup, held in 2022, drew over 5 billion global views. That’s more than half the planet tuning in to watch, share, and celebrate. The 2026 edition is even bigger: it will be the largest in history, featuring
- 48 national teams (up from 32)
- Playing in 104 matches (up from 64)
- 16 host cities across three countries, including the United States, Canada, and Mexico
- And an expanded timeline: from June 11 to July 19, 2026
It will be the first time three nations co-host the tournament, making it a cultural and commercial moment unlike any other. With games happening in major cities like Los Angeles, New York, Toronto, and Mexico City, the energy will spill into streets, parks, and fan zones across North America.
But the key point here is that
At the 2026 World Cup, fans will own the narrative, and the brands that succeed are those that help them tell it.
For marketers, FIFA 2026 will be the storytelling background. Imagine thousands of fans in a city square, faces painted, voices echoing chants, and phones raised, capturing spontaneous joy. That raw moment is your opportunity. But in 2026, it’s not enough to show up. Brands must co-create those moments.
In this post, you’ll learn:
- Why FIFA 2026 is a fan experience revolution
- How to plan fan zone activations
- Creative campaign ideas
- Examples from leading brands
- A practical activation timeline
Why FIFA 2026 Is a Fan Experience Revolution
Unlike previous tournaments, FIFA 2026 will unfold across an entire continent, blending stadium crowds with massive fan zones, local festivals, and digital fan ecosystems. Over 25% of World Cup interested fans plan to attend matches in person. Since the 2026 Cup will take place in North America, 70% of soccer fans in the United States are more enthused.
Marketers may expect:
- Hundreds of fan zones across host cities like Toronto, Miami, and Los Angeles
- Record-breaking social engagement
- A rise in real-time participation
That shift turns every fan into both a participant and a publisher and that’s where the next wave of sports marketing begins.
Tips for FIFA 2026 Fan Zone Activations
Let’s go over some fan zone activation tips:
Pre-Tournament Strategy: Start the Conversation Before Kickoff
Waiting until June 2026 to launch your campaign? You’ll already be late. Brands that win in 2026 will activate early, six months before kickoff, building emotional anticipation and fan identity.
Here are three pre-tournament ideas worth exploring:
- Fan Rituals Campaign
Invite people to share their pre-game rituals or match-day routines, from wearing “lucky” socks to watching with the same group every time.
Example: Heineken’s “Cheers to the Superstitious Fans” (UEFA Champions League)
To celebrate the wonderfully weird traditions of football fans, Heineken spotlighted real superstitions, from lucky socks to drinking the same beer every game.
They even surprised two superfans by recreating their exact matchday setup at the final venue, bringing their “lucky pub corner” (same barstool, same beer mats!) to life in the stadium (image below). It showed how powerful belief and ritual are in fan culture.
Insight: A Heineken global study found that 50% of fans follow a pre-match ritual and 46% believe it actually affects the outcome. Among Gen Z and millennials, that number jumps to 67%.
- Fan Prediction Series
Let fans record their match predictions and reactions as the tournament unfolds, perfect for episodic storytelling and engagement retention.
- Ask fans to submit quick video predictions, such as scorelines, standout players, or bold hot takes.
- Set up branded templates so fans can record and share their predictions easily, all while keeping the look and feel on-brand. Deploy the BrandLens template for prediction campaigns.
- Feature top fan predictions on screens at FIFA Fan Fests or inside local sponsor activations.
- Reward the most accurate or creative predictions with prizes or shoutouts from player partners or influencers.
- Signature Pose Challenge
Get fans to strike their match-day pose: repping their team colors, mimicking their favorite player, or just showing off their fit. The more personal, the better.
The real-life inspiration is the Lionesses’ arrivals. Before major matches (like the Euros), England’s women’s team, known as the Lionesses, started treating “arrivals day” like a mini fashion show.
- They showed up at training camps or matches dressed in personal, stylish outfits, like Nike crop tops, jorts (long denim shorts), silver sneakers, etc.
- These weren’t just regular team uniforms. They expressed their own style.
Example: Leah Williamson arrived in silver Nike boots, baggy Nike jeans, and a crop top. Others wore custom tracksuits or standout streetwear.
What Happened Next
- The Football Association (FA) posted videos of these arrivals on TikTok and Instagram.
- One video of Leah’s shoes alone got 750,000+ views on Instagram.
- Fans loved it; they commented not just on the players’ performance but also on their style, vibe, and personality.
This turned the players into style icons, not just athletes.
The real-life inspiration, the Lionesses’ arrivals. England’s women’s team turned “arrivals day” into a cultural moment, showing up to camp in bold outfits, custom sneakers, and tons of personality. It wasn’t just fashion. These looks got millions of views online and boosted brand deals (from Nike to Gucci) and showed how authentic fan connection drives real engagement. The takeaway? When fans feel seen, they show up. And when your challenge reflects that energy, they’ll want to be part of it.
4. My First Game Story
Everyone remembers their first football game, the noise, the nerves, the magic. This campaign taps into raw nostalgia and emotional connection.
Tips to Activate:
- Use short-form video: Ask fans to post a 15–30 sec clip sharing their story. It feels personal and performs well on platforms like Instagram Reels and TikTok. Use BrandLens to co-create viral fan content during major sports events. It lets brands design guided templates so fans can easily film and submit their stories
- Feature stories from real players or local legends: Start with voices people admire; it builds momentum and sets the tone.
- Add a local twist: Encourage fans in each host city to mention their hometown club, local stadium, or family traditions.
- Create a branded hashtag: Like #MyFirstMatch or #GameDayFeels to collect and highlight the best stories.
- Reward participation: Feature top stories on brand channels, or give away official merch, match tickets, or signed balls.
Pro Tip: Make it as easy as possible for your fans to participate by removing the need for apps and simplifying the process. Explore how to collect user-generated content (UGC) videos without apps.
5. Trivia Challenges
Fans love to prove they know the game. This builds hype, educates newer fans, and sparks friendly competition.
- Keep it fast & fun: Use quiz stickers on Instagram Stories or 3-question TikTok challenges. Make it easy to play on the go.
- Localize the content: Include questions about host cities, local football history, or regional legends to create a sense of ownership.
- Build it into a countdown: Run daily trivia leading up to kickoff; each day could focus on a different team, city, or past tournament.
- Gamify with rewards: Offer exclusive digital badges, discount codes, or a leaderboard with prizes for top scorers.
- Partner with creators: Let influencers run trivia “face-offs” with fans to boost reach and encourage engagement.
Pro Tip: How to turn in-person events into UGC? Start planning how your brand can blend into these fan experiences by using event activations with interactive videos and creating an easy-to-use process for fans to capture and share their content.
The New Creative Frontier: Localized Fan Stories
Football fandom is local, emotional, and deeply tied to identity. Fans in Vancouver, Guadalajara, and New York will express their excitement differently, influenced by language, tradition, and community.
To stand out, brands need to speak the cultural language of their host city.
- In Canada, think about connecting through diversity and inclusion, such as campaigns that spotlight community pride.
- In Mexico, storytelling rooted in heritage and national emotion will resonate more deeply.
- In the U.S., consider digital and entertainment crossovers, such as collaborations with creators, musicians, or esports communities.
Case in point: A great example? Pepsi at the Super Bowl. During Super Bowl LIX in 2025, Pepsi skipped the usual flashy ads and did something way more memorable: they threw a party for the city.
They launched “NOLA Eats Fest,” a two-day food and music event that celebrated everything New Orleans is known for: bold flavors and live music. Instead of promoting themselves, Pepsi partnered with local restaurants and chefs, and even rapper Action Bronson spotlighted the city’s culture.
One of the highlights was the “Pepsi Super Bowl Boil,” which was a fun seafood cook-off where local spots competed for the title of Best Boil in NOLA. Fans got to taste, vote, and sip custom Pepsi drinks inspired by local ingredients. Check out the image below!
The result? Pepsi turned a massive sports event into something that felt personal and community-driven, and that’s what stuck with people.
Similarly, Puma’s “Chakravyuh Mein #SockThem” campaign in India showed how powerful regional energy can be. They partnered with cricketer Virat Kohli and rapper DIVINE to launch a high-energy, youth-driven video that felt raw, real, and rooted in local culture. The campaign earned over 34 million views, showing that when you speak the fan’s language, they listen.
During the Tournament Fan Activation Strategies
These work best once the games are underway, when there’s live action and emotional peaks:
- Fan Commentary
Every football fan thinks they could call the game better. This challenge lets them prove it. Brands or broadcasters can share muted highlight clips from matches and invite fans to record their own commentary, dramatic, funny, or emotional.
How to Activate:
- Post the day’s most exciting moments on social media without sound.
- Ask fans to add their voiceover with a tag like #MyWinningCall or #FanMicDrop.
- Feature top submissions during halftime shows or digital ad breaks in FIFA Fan Zones.
- Reaction Videos
Nothing beats a fan’s real-time emotion during a goal or upset. Brands can capture that raw fan energy by encouraging supporters to record their reactions during key moments. It’s even easier when using a video platform that doesn’t require downloads, apps, or logins and offers customizable templates, text overlays, and guided prompts to help co-create user-generated videos that align perfectly with your brand.
How to Activate:
- Set up “Reaction Zones” in FIFA Fan Fests or watch parties with QR codes that link directly to video submission portals.
- Launch a hashtag like #FacesOf2026 or #GoalCam to collect global reactions.
- Compile clips into official tournament highlight reels or branded mashups.
Lay’s took fan engagement to a new level with its “No Lay’s, No Game” campaign. Soccer legends Messi, Henry, Suárez, and Putellas surprised fans in bars during the world’s first “Lay’s Crawl,” dropping into pubs that stocked Lay’s to watch matches with real supporters.
Fans who had Lay’s got unforgettable experiences, selfies, signed bags, and even free tabs, while those without missed out. It was a fun reminder that game day isn’t complete without fans (and Lay’s).
- Fan Celebration Moments
After a big win, the streets of Toronto, Los Angeles, and Mexico City will explode with cheers. Capture that collective joy while it’s happening.
How to Activate:
- Launch a hashtag like #WeAreTheChampions or #CelebrationCam immediately after wins.
- Aggregate UGC from local fan zones, bars, or even living rooms through QR codes or brand microsites.
- Display the top celebration clips on stadium screens, city landmarks, or FIFA’s social pages within hours.
- Reward standout fans with merch, free match tickets, or shoutouts from players or ambassadors.
Post-Match Fan Engagement Video Activations
The energy doesn’t end when the final whistle blows. Smart brands use the post-match window to keep fans talking, sharing, and reliving the emotion.
How to Activate:
- Share raw, immediate reactions from players, coaches, or fans.
- Post behind-the-scenes clips from the locker room or celebration moments.
- Turn highlights into short-form stories or memes that travel fast online.
Invite fans to share their own “after-the-match” emotions using a custom tag like #MyMatchRecap or #WeStillBuzzing.
Timeline for Fan Engagement at FIFA World Cup 2026
Here’s a timeline you can use to plan your FIFA 2026 strategy, making sure you’re prepared and not scrambling at the last minute.
- Phase 1: Pre-Tournament (Jan–May 2026): Build excitement early: launch fan rituals, prediction challenges, and local teasers.
- Phase 2: Tournament Kickoff (June 11–July 19, 2026): Go live in fan zones: capture real-time reactions, commentary clips, and celebrations.
- Phase 3: Knockout Stage (Mid-July 2026): Amplify emotion: feature top UGC, local pride stories, and brand-fan highlights.
- Phase 4: Post-Final (Late July–Aug 2026): Keep the buzz alive: share behind-the-scenes moments, thank-you posts, and fan recap videos.
- Phase 5: Legacy (Fall 2026 onward): Show long-term impact: spotlight community stories and lasting fan connections.
Here, you’ll find detailed insights into the ultimate guide to fan-focused brand activations and a full breakdown of the activation timeline and phases for the FIFA World Cup 2026.
To show that all this effort is worth it, track these KPIs:
- Number of user submissions
- Engagement rates of content (likes, shares, comments)
- Conversion rates / sales lift
FIFA 2026 isn’t just a tournament; it’s a storytelling moment, a cultural seam you can insert your brand into. If you treat it as a billboard opportunity, you’ll get buried in noise. But if you treat it as co-creation with fans, you’ll be remembered.
Now’s the time to start planning how your brand will show up across 16 cities and millions of fan voices. Co-create fan-powered campaigns for FIFA 2026 with video platforms like BrandLens. Let’s make every cheer, chant, and celebration count.
References:
- https://inside.fifa.com/tournament-organisation/audience-reports/qatar-2022
- https://www.premierleague.com/en/news/4438262/fifa-world-cup-2026-dates-venues-qualified-countries-draw-details
- https://x.com/FIFAWorldCup/status/1978214984954847494
- https://retailwit.com/engaging-u-s-soccer-fans-ahead-of-fifa-world-cup-2026/?utm_source=chatgpt.com
- https://www.marketingdive.com/news/marketing-to-american-soccer-fans-heres-what-the-numbers-say/758338/
- https://lbbonline.com/news/heineken-celebrates-football-fandom-with-a-cheers-to-superstitious-fans
- https://my.brandlens.info/recorder?id=501ae039-57b3-4479-b026-e19628056988
- https://observer.co.uk/news/sport/article/tiktok-generation-buys-into-savvy-lionesses-as-euros-glory-beckons
- https://brandlens.io/blog/the-power-of-video-co-creation-how-brands-and-consumers-can-build-content-together/
- https://brandlens.io/blog/how-to-collect-ugc-videos-without-apps/#:~:text=The%20fix%20is%20simple%3A%20collect,%2C%20record%2C%20submit%3A%20done
- https://digitalagencynetwork.com/puma-marketing-strategy/
- https://www.pepsico.com/our-stories/press-release/nola-food-deserves-pepsi–super-bowl-lix-immersive-experiences-to-reinforce-why-pepsi-pairs-best-with-new-orleans–iconic-local-eats
- https://brandlens.io/blog/event-activations-with-interactive-videos-how-ugc-can-amplify-the-impact/
- https://brandlens.io/
- https://www.pepsico.com/our-stories/press-release/’no-lay’s–no-game’-returns–four-soccer-legends-embark-on-the-first-ever-‘lay’s-crawl-‘-surprising-fans-in-bars-and-pubs-around-the-world
- https://brandlens.io/blog/the-ultimate-guide-to-fifa-world-cup-2026s-most-exciting-brand-activations-fans-will-love/
