FIFA World Cup 2026

As part of FIFA’s Brand Management team, I helped shape the World Cup experience across all 16 Host Cities—partnering with WRKS on stadium and event dressing, On Location on hospitality, and Host City teams on the journey from airport to stadium. Together, we blended local identities with FIFA tournament branding to create one cohesive global experience.

Partnered with SIDS Sports creative teams to bring real-time in-stadium ribbon content to all 16 Host Cities. Coordinated designers across time zones to deliver city-specific creative that balanced each local identity with the global FIFA brand—on time and at scale.

Partnered with FIFA’s Volunteer team to develop marketing materials, event dressing, and experiences that supported recruitment, training, and engagement. From first sign-up to tournament time, we helped create a journey that made volunteers feel part of something bigger—and gave them an experience to remember long after the final whistle.

Partnered with FIFA’s Licensing team to shape branded retail experiences across all 16 Host Cities—from airport kiosks and vending machines to Fan Festivals, stadium stores, and retail locations. We blended Host City and tournament branding with localized language to create consistent, relevant experiences designed to connect with fans and support sales across each market.

Worked closely with FIFA’s Fan Operations team to shape the fan journey from city to stadium through creative, easy-to-follow communications. From stadium guides and “Arrive Early” campaigns to a comic-style video with 2Tall Animation and localized WhatsApp content, we turned essential information into engaging experiences that guided fans throughout their World Cup journey.

Worked with On Location to elevate FIFA’s VIP and VVIP hospitality experience through marketing campaigns, suite and lounge branding, and event dressing. From food and cocktails to entertainment and atmosphere, we created premium matchday environments designed to drive hospitality sales and deliver an unforgettable guest experience.