Event Coordination Moves that Stood Out from the 2026 World Cup

By Lizzy Vaida, Account Associate

This summer, I had the opportunity to attend the Austria vs. Jordan match in the 2026 World Cup. In the weeks leading up to the event, and on game day itself, I couldn’t help but notice all the branding opportunities that FIFA took advantage of. (Really, who could pass up all the opportunities that come with hosting a worldwide sporting event?)

From World Cup branding details to high-profile collaborations, FIFA worked hard to make sure no one forgot that the World Cup was happening. And other big brands made sure to secure their positions as World Cup sponsors, thereby taking advantage of the massive international stage that FIFA set. Here are some of the branding and collaboration moves that stood out to me the most.

FIFA Created Its Own Mascots (Enhancing Event Branding)

Mascots are one of the most fun parts of sporting events, right? Unfortunately, soccer (excuse me, football) national teams don’t typically have mascots. But, FIFA didn’t let that stop the fun.

FIFA introduced three official mascots for the 2026 World Cup, one representing each host country. Clutch the Bald Eagle represented the United States, while Maple the Moose represented Canada and Zayu the Jaguar represented Mexico.

Clutch, Maple and Zayu clearly played an important role in FIFA’s message development and digital media strategy, as they showed up throughout the informational emails I received leading up to gameday. For example, the three mascots demonstrated the stadium’s clear bag policy and the recommended use of public transit. These graphics were effective in catching my attention and highlighting key messages that could have otherwise gotten lost amid the other information in the email.

The three World Cup mascots also made an appearance on gameday. They walked around the FIFA Fan Zones (more on that soon), offering photo opportunities to fans. I’ve also seen stuffed animal versions of them in a variety of stores, and the official World Cup website sells t-shirts, trophies and Squishmallows all featuring the mascots. Introducing these three was an excellent branding choice that brought an extra layer of engagement and personality to the event.

Sponsor Brands Hosted Fan Zones at the Big Game (Making the Event More Dynamic)

The game we went to had a total attendance of over 68,000 fans. Needless to say, FIFA encouraged attendees to arrive early. That’s a lot of people to filter into their seats, after all. Given that we didn’t want to miss a second of the fun, we arrived at the stadium about an hour before the gates opened (and the gates opened three hours before kickoff). And we were glad we did, because we were joined by lots of other fans who had the same idea.

But what do you do for three hours once you get inside the stadium? FIFA thought of that too. The exterior of the stadium was lined with “FIFA Fan Zones,” each hosted by a different World Cup sponsor and each offering a different activity to keep fans occupied and engaged.

• The Bank of America Fan Zone served as a bracelet making station where attendees could show their team spirit by tapping into their crafty sides.
• The Coca Cola Fan Zone was lined with mirrors and invited fans to “get ready” for the game with a variety of face paint and temporary tattoos available.
• The Michelob Ultra Fan Zone provided a party spot where fans could get a drink, grab a souvenir cup and get excited for the game ahead.
• The Home Depot Fan Zone offered a photo opportunity where fans could stand beside their favorite team, represented by the country’s flag colors shown in paint samples.

As people lined up to attend each of these stations, the countdown to kickoff seemed to fly by and everyone was well entertained. It was a great way to give sponsor brands an opportunity to engage with fans, and it turned a 90-minute game into a multi-hour event that kept guests happy.

World Cup Collaborations Are Everywhere (Sharing the Spotlight with Event Sponsors)

The collaborations and sponsorships weren’t limited to the Fan Zones at the stadium. World Cup themed items are for sale in stores across the country.

For example, FIFA teamed up with Lays to create specialty World Cup flavored chips that represent iconic foods from various countries participating in the tournament. (If you’re a garlic lover, I recommend the Brazilian-Style Garlic Sauce chip.)

Additionally, the World Cup collaboration with Coca Cola extends beyond the stadium. Have you noticed the World Cup Coca Cola bottles in stores? Those bottles’ labels can be peeled back to reveal stickers featuring various players in the World Cup (in a style similar to baseball cards). These are meant for the collectible World Cup sticker book that fans enjoy filling out by purchasing various sticker packs until they’ve filled all the players’ spots in their books. The catch this year? Not all the stickers are available in the sticker packs. Some are only available on the inside of Coca Cola bottle labels. It’s a clever way to establish the partnership between Coca Cola and the World Cup (and, of course, drive sales for a major event sponsor).

Of course, the World Cup is an international event that fans across the globe look forward to every four years. So it’s really not surprising that it was packed full of collaborations, sponsorships and creative branding. But even for events that aren’t set on a global stage, there are plenty of opportunities to develop branding, collaborate with sponsors and engage attendees. Interested in taking these steps for your next event? Rasor is an award-winning marketing agency in Cincinnati, delivering communications, design and public relations strategies to industries including healthcare, municipal and infrastructure and B2B/B2C. Want to learn more about how Rasor can help you make your next event a success? Contact us at info@gorasor.com or 513-793-1234.