Fandom, Connection, and the Beautiful Game: Rethinking the World Cup Experience
When we talk about the World Cup, the conversation often starts with numbers:
3 host countries.
48 teams.
104 matches.
The 2026 tournament will be the biggest in history. It’s first of its kind. First of its size. First of its magnitude. But the truth is, the World Cup has never been just about the matches.
It’s about the fans.
The Ecosystem of Fandom
To make an impact as marketers, we need to understand what fans are really bringing to the table. Fandom is not one-dimensional. It’s shaped by:
Identity — the pride of representing your heritage, your hometown, your story.
Motivation — the need for belonging, excitement, or even escape.
Cultural influence — the ways music, art, and style weave into the game.
For some, the World Cup is a once-in-a-lifetime event. For others, it’s the rhythm of their lives every four years. And importantly, not every fan has a team on the pitch. Their country may not qualify. Their favorite player may not make the roster. But that doesn’t make their passion any smaller.
In fact, it may make it bigger. Because fandom isn’t limited to borders — it’s about shared energy, connection, and belonging to something greater.
A Field of Firsts
This is also a World Cup of firsts: the first time hosted in North America during the social media era. An estimated 70% of viewers will also be on social media during matches. That means the conversation is no longer confined to kickoff or final whistle. It’s 24/7.
For brands, that’s a huge shift. It’s not about buying a single primetime slot anymore. It’s about showing up consistently and authentically — in the moments in between.
The opportunity is to blend:
Creator-led storytelling.
Experiential activations.
Cultural touchpoints that resonate with real people.
And the challenge? Fans will know when you’re faking it.
Why This Matters to Me
I’ve been waiting for this moment since the announcement of the 2026 World Cup. Not just because I’m a fan of the game (though I am, deeply). But because I see this as the ultimate convergence of my professional experience and my personal passion.
As a marketer and event strategist, I’ve spent years designing experiences that go beyond “just another event.” My work has always been about creating clarity, building connection, and empowering people to show up fully. The World Cup is the biggest stage in the world for that kind of work.
And as a fan, I know how it feels when a brand gets it right. When they don’t just show you an ad, but invite you into the story. When they make you feel like you belong to something bigger — even if your country isn’t on the field.
The Bigger Game
This is what I believe:
Fans are not just a target market; they are the heart of the experience.
Brands that prioritize connection over campaigns will stand out.
The World Cup is more than a tournament — it’s a cultural moment to reimagine how we show up for people.
The beautiful game deserves meaningful connection. And I fully intend to be part of making that happen — whether through marketing, storytelling, or event strategy. Because for me, this isn’t just business.
It’s the bigger game. 🌍✨⚽
A Note for Brands and Partners
If you’re looking ahead to the World Cup and wondering how to create authentic fan-first experiences, I’d love to connect. Let’s talk about how your brand can move beyond campaigns and design moments that truly resonate with fans — on and off the pitch.
