FIFA 2026 PASSPORT CAMPAIGN

Experiential World Cup campaign designed to encourage repeat customer engagement through themed activations and collectible branding. Live June 11th 2026

The FIFA 2026 Passport Campaign was developed as an immersive customer engagement initiative centered around the FIFA World Cup. The campaign introduced a collectible “passport” experience encouraging repeat visits through themed beverage activations, country-based drink menus, and interactive customer participation.

The Challenge

Develop a long-term hospitality campaign capable of maintaining customer engagement throughout the duration of the FIFA World Cup while increasing repeat visits, strengthening venue visibility, and creating a memorable themed viewing experience.

The campaign also required coordination with major beverage sponsors while integrating collectible branding and event-focused hospitality marketing into a cohesive customer journey.

Strategy

The strategy focused on transforming FIFA watch parties into an ongoing experiential campaign rather than isolated event nights.

The campaign prioritized:

- repeat customer participation

- collectible engagement mechanics

- themed activations

- sponsor integration

- social-first promotional visibility

- immersive hospitality branding

The passport system was intentionally developed to encourage customers to return throughout the tournament in order to collect participation stamps, experience themed country activations, and engage with rotating promotional experiences tied directly to scheduled matches.

Creative Direction

The visual direction blended international football culture with elevated hospitality branding through collectible printed materials, themed beverage concepts, and visually cohesive promotional design.

The campaign aesthetic emphasized:

- international sports culture

- collectible branding

- immersive event participation

- destination-style hospitality marketing

- themed experiential engagement

Execution

Campaign execution included:

- Graphic design

- Passport branding and layout development

- Country-themed beverage concepts

- Promotional campaign creation

- Photography direction

- Event planning

- Campaign execution

- Campaign decorating and styling

- Campaign shopping and sourcing

- Sponsorship proposal development

- Social media marketing

- Event-focused promotional visuals

Partnerships were secured with Modelo, Stella Artois, and Michelob Ultra, brands holding official FIFA merchandise and signage rights. These partnerships allowed the campaign to incorporate official FIFA promotional materials, branded giveaways, and customer incentive prizes tied directly to passport participation and completion.

The campaign also successfully positioned Lion & Rose as an official FIFA watch location, increasing visibility and strengthening the venue’s association with tournament programming and themed viewing experiences.

Results

The FIFA 2026 Passport Campaign successfully combined experiential marketing, collectible branding, sponsor partnerships, and hospitality engagement into a cohesive long-term promotional initiative.

The campaign demonstrated the ability to merge graphic design, event planning, partnership coordination, hospitality branding, campaign execution, and experiential customer engagement into a large-scale themed marketing activation.