2026 World Cup Insights & Innovation
Trends and opportunities in sporting event activations – in venue and in retail
As the countdown to the 2026 World Cup begins, the opportunities for brands to connect with fans through live experience and retail engagement have never been greater
Activating at and around sporting events is a lucrative opportunity for brands. They offer powerful stages - moments where passion, community, and culture collide – and are interactions where demand shows no signs of slowing. In fact:
- 60% of people intended to book a trip around at least one sporting event
- 78% were more likely to be aware of brands that are associated with a sports event or sports entertainment, than those that were not.
- 50% reported feeling positive when brands tied promotions to major sporting events.
- 67% of sports fans said they were likely to purchase from a brand that promotes a sports team
(Sources: World Metrics, Attentive, 2024, American Express, 2025).
From pubs and pop-ups to stores and stadiums, the line between sport and brand storytelling continues to blur. Our latest Insights report explores how leading brands are reimagining their presence around existing and previous sporting events - not just as sponsors, but as part of the action itself – and what this means for the biggest sporting event in the world: The FIFA World Cup 2026.
Key Trends
POS as an Experience & Interaction Driving Tools
Sports are driven by action, so static POS has limited impact. Brands need experience-first POS that actively engages shoppers by blending the sport and the brand into a single, memorable interaction - making the brand part of the event itself.
Why this works:
- Gamification leads to participation, converting passive moments into memory-forming physical interaction.
- Interaction increases dwell time with the brand.
- It drives social shareability – even more so when tied to prizes, rewards, or social bragging rights.
Harnessing Iconic Moments & Memories
Sporting events are inherently shared experiences that create emotional, iconic moments fans relive over time. Brands that embed themselves within these moments - rather than sitting alongside them - are the ones that build lasting affinity.
Why this works:
- Existing passion and excitement gives brands a head start with momentum.
- It creates shareable moments that extend beyond the activation or event.
- Alignment builds cultural credibility – where brands show up authentically, they earn trust and belonging.
- Ideal for retail, where triggering larger interaction is harder – utilising an iconic emotional pillar can generate memorability.
Facilitating Fan Spaces
Modern sports fans crave shared experiences and community, and brands can build trust and loyalty by facilitating these spaces. Whether by enhancing existing fan environments or creating new ones where demand exists, success hinges on listening to consumers first and delivering a space they genuinely want.
Why this works:
- It strengthens the customer relationship, as consumers feel heard and valued.
- It demonstrates brands will go above and beyond – creating a space is far beyond the ‘necessary’ requirements to selling a product.
- Facilitating > simple advertising = increased time spent with the brand.
Improving Existing Sporting Experiences
Not every breakthrough activation reinvents the wheel - sometimes, the smartest move is improving what already exists.The most effective way to do this is to streamline the sports experience; more efficient, enjoyable and distinct – and bar-in-bar/shop-in-shop is a great avenue for this.
Why this works:
- It reduces friction in the service flow - shorter queues + better visibility = more sales.
- It enhances brand touchpoints, by carving out ownable brand spaces within existing venues.
- Experiential flare can be achieved, without a full-scale, high-value takeover or pop-up
Download to full report for In-Market examples of each strategic pillar in practice - including Retail, On-Trade, Pop-Up/Temporary & At-Event
