Stadium Fan Experience
FIFA World Cup
2026
TBA US was appointed to design, produce and execute the official Stadium Fan Experience across nine host cities in the United States, Mexico and Canada, during the FIFA World Cup 2026 – one of the largest fan engagement programs ever created for a global sporting event.
Challenge
Activate outside stadiums on match day across 54 matches.
The brief was to transform stadium precincts into vibrant, culturally authentic destinations where entertainment, culture and football converge. Bringing the energy of the world’s biggest sporting event to every fan, in every city.
Solution
We designed multi-zone immersive environments anchored in live entertainment, cultural programming and FIFA branding, creating fan experience hubs that gave supporters a reason to arrive earlier and stay longer, quietly reducing peak traffic congestion in the process.
Each footprint was built around three core elements: a fixed entertainment stage as the primary anchor, a secondary roaming DJ deployment to extend energy across the wider space, and a live roaming entertainment for high-impact pre-match moments.
This created a layered, flexible program that could flex with crowd behaviour throughout the day.
Entertainment experiences included: EMCEEs, mariachi bands, folklórico dancers, orchestras, hype squads, dance crews, breakdancers and freestylers brought the culture and identity of each host city to life, stopping fans in their tracks and keeping the energy alive from gates open to final whistle.
Fan contests, T-shirt tosses, juggling competitions, crowd karaoke and interactive activations gave every fan a reason to participate. And jersey displays representing all 48 nations created iconic photo moments that travelled well beyond the venue itself.
Across all nine cities, the programme was refined match by match — reading crowd behaviour, responding to weather, adapting to FIFA changes on the ground, and continuously improving the experience for the fans arriving at the next one.
Results
54
Live days
9
Host cities
6+
Million fans
3
Countries
The fan experience programme did what the best production work always does: it held the scale of the event while caring deeply about the smallest moments within it.
