​FIFA at Fanatics Fest
In 2025, FIFA wanted to increase visibility among US audiences ahead of the FIFA Club World Cup and FIFA World Cup 2026. To do that, they partner with us to design and deliver a 6,400 sqft activation at Fanatics Fest: the world’s leading sports fan festival that brings together athletes, celebrities, top leagues, and fans for a multi-day celebration of sports culture and collectibles. In just five weeks from pitch to activation, we created an event that stood out, exceeded all stakeholder expectations, and turned casual attendees into lasting FIFA fans.
The stakes were high: The activation was set to be FIFA’s first appearance at the festival, as well as its “kick off” for the highly anticipated 2026 World Cup campaign. The company had five weeks to rival 200+ festival exhibitors for the attention of — and genuine connection with — some 125,000 attendees.
NOT LIKE THE REST
We guided every aspect of the project, from creative vision through on-site delivery. Instead of blending in with some of FIFA’s competitors’ exclusive concepts, we stood out, designing an experience that emphasized inclusivity and accessibility and invited every attendee — from lifelong football fans to casual sports collectors — to step into FIFA’s world.
CONNECTION,
NOT CONTENT
By standing out among competitors with thoughtful, inclusive, interactive activation, we helped FIFA not only raise its profile in the US but, by drawing 55,000 attendees, proved how experiential marketing can transform casual curiosity into deep fandom. When creativity, strategy, and technical excellence are balanced from the get-go, the outcome exceeds expectations and is hailed by industry professionals as the best activation at the festival.
