With soccer’s growing popularity in the U.S., with an estimated 32 million new fans by 2026, creating next-level experiences is essential to setting a new standard for fan engagement. Here’s how host cities can turn the World Cup into an unforgettable experience for fans, visitors and the local community.
Create Immersive Fan Zones with Tech
Forget traditional watch parties—fan zones should be immersive, interactive and designed to create memories that last long after the World Cup is over. Think massive LED walls for live match viewing, interactive games using AR/VR that capture the energy of the moment and dynamic light displays that react to real-time game action.
Engagement-driven technology can amplify the experience, from AI-powered prediction games that challenge fans to test their soccer knowledge to motion-activated LED floors that respond to their movements. Custom-built structures, such as multi-sensory tunnels leading into the main viewing area, can heighten anticipation. At the same time, AR overlays can let fans step into historic World Cup moments and legendary plays.
Tech isn’t just an add-on—it’s the key to high-energy fan experiences. Mobile apps with real-time updates and digital wayfinding ensure every visitor knows where to go and what’s happening next. The goal is to keep fans connected, engaged and moving effortlessly through every experience.
Leverage Local Culture with Branding
Every city has its own identity—use it. From local artists designing murals inspired by the World Cup to partnerships with regional food vendors serving up unique flavors, authenticity is what transforms an event into a movement. Fan activations should highlight the city’s creative scene, offering an experience that feels connected to both the tournament and the local community.
Strong branding ties these elements together, ensuring a cohesive experience that fans will remember long after the event. A well-executed brand presence reinforces the tournament’s identity and strengthens its connection to the host city.
“These investments must be more than short-term fixes—they should serve as long-term assets that continue to generate revenue for cities well beyond the World Cup,” says Tucker Trotter, CEO of Dimensional Innovations. Whether integrating cutting-edge digital displays that enhance the in-stadium experience or designing interactive fan engagement spaces that create lasting connections, organizations should maximize their return on investment in ways that outlast a single event.
Engage Fans Before, During and After the World Cup
World Cup fever shouldn’t end when the final match does. Leading up to 2026 as an opportunity to build a strong soccer culture by hosting year-round soccer events and creating lasting community partnerships.
Creating ongoing campaigns, such as a "goal of the month" award or offering exclusive content, such as live streaming services, allows fans to follow their teams from anywhere. This can be easily maintained by developing a dedicated mobile app. Take fan engagement to another level by providing personalized experiences, community-building features and exclusive content. This also allows organizations to collect valuable first-party data to tailor future engagements.
The Opportunity is Now
The 2026 World Cup is more than a tournament—it’s a platform for cities to innovate and connect with fans as global destinations for sports and entertainment. By embracing cutting-edge technology, immersive experiences and community-driven initiatives, host cities can set the gold standard for what fan engagement should look like in the future. The world is watching—let’s make it remarkable.
