You don’t need a stadium ticket to feel the pulse of the 2026 World Cup. Across the 16 host cities, these events are turning entire urban streets into the ultimate backdrop for the tournament, captivating crowds before, during, and after the matches.
Naturally, brands are getting involved. But it’s not just about who has a cool ad. In the host cities, fans are looking for things to do while they’re not watching a game. Tangible marketing experiences can be a huge hit when they get it right. Here are five examples of activations that are successfully elevating the fan experience at FIFA 2026:
1. Old Town Toronto’s Great Beaver Quest
Developed by the Old Town Toronto BIA, The Great Beaver Quest is a fun, city-wide art trail. It features 51 four-foot-tall beaver sculptures hidden across downtown neighborhoods. 48 of these sculptures were hand-painted by local artists to represent the competing nations. The trail also includes a Unity Beaver to celebrate global inclusion, along with crowd favorites like Doug, wearing a Canadian classic: a flannel shirt over a soccer jersey.]
Fans hunt down the sculptures using an app. Then they scan QR codes to complete challenges and climb a live leaderboard. The Beaver Quest is a fun, easy-to-enjoy activation for fans of all ages. And the game directly supports the local economy by rewarding players with gift cards to businesses located along the trail.
Image Source: Old Town Toronto BIA Official Website
2. Sport Chek Waterfront Pitch
Sport Chek, a Canadian sporting goods retailer, transformed Toronto’s waterfront into a prime soccer destination. They did this with the launch of Sport Chek Harbourfront FC, Canada’s very first floating pitch. This massive, 130-foot arena sits directly on the water at Harbourfront Centre. Local or visiting teams of any level or age can book the pitch for an hour, making the fan experience personal and engaging. An event like the World Cup is a natural fit for any sporting goods brand – large-scale, engaging experiences like this one help Sport Chek stand out.
Image Source: Harbourfront Centre Official Website
3. Chewy’s Cuddle Shuttle & Comfort Crew
Emotions can run high during any international sporting event. Recognizing this, Chewy created the Cuddle Shuttle. This mobile support vehicle is designed to help soccer fans cope with the elevated emotional experience of super-fandom. Inside the shuttle, fans can snuggle with friendly therapy dogs. Visitors can also capture the moment at dedicated photo-ops and take home branded pet giveaways.
In addition to the Cuddle Shuttle, Chewy opened a Comfort Corner at the new Chewy Bark Park in Miami’s Bayfront Park. Chewy’s activations have a strong emotional impact, even if not directly related to soccer. Meaningful interactions don’t always have to be with humans!
Image Source: Chewy Official Instagram
4. Lay’s The Bandwagon Tour Pop-Up
As an official sponsor, Lay’s rolled out a multi-city mobile tour that focuses on exclusive, limited-edition chip flavors created specifically for the event. For example, fans can try Argentinian-Style Steak with Chimichurri, Brazilian-Style Garlic Sauce, and Wavy French Onion Soup. On top of free samples, the pop-up features interactive digital mini-games and premium swag drops. The star-studded campaign features players like Lionel Messi and David Beckham on packaging, while Will Ferrell lead the pop-up campaign.
The Lays’s FIFA campaign is rooted in flavor discovery, which is perfectly on brand. Global flavor alongside a roster of superstars makes for a powerful activation, of which the pop-up is a key element.
Image Source: Lays Official YouTube
5. Hisense’s RGB Tech Playground
This high-tech pop-up is located right beside The Vessel at Hudson Yards in New York. Instead of just mounting TVs on a wall, Hisense brings its campaign theme, “Real Game Begins with Hisense,” to life through physical zones. Fans can virtually try on national team jerseys and play interactive soccer games to win prizes. There is also a massive photo-op wall showcasing viral soccer debates pulled straight from Reddit.
By offering high-tech spaces to play, Hisense showcases its latest products in a way that relates directly to fans.
Image Source: Hisense Official Instagram
Conclusion
These activations offer a wide range of examples of how brands can successfully tap into a global event. These FIFA experiences relate to the event in a different way that makes sense for their brand. None of them are passive: they’re all highly experiential. Many offer ways to make real-world connections. The best brand activations make a lasting impression and give fans another memory to take away.
