5 World Cup Brand Activations Fans Can Attend This Summer
Brazil's fans sing while watching the World Cup Group C match between Brazil and Morocco during a public watch party in Central Park, Saturday, June 13, 2026, in New York. (AP Photo/Andres Kudacki)
The 2026 FIFA World Cup is halfway through, giving fans plenty to watch through July 19. If you were able to score tickets to any of the matches in the USA, Canada, or Mexico, they are sure to be unforgettable memories. But if you weren’t one of the lucky ones, no worries. There are plenty of watch parties and fan activations where you can still experience the stadium atmosphere, score great prizes, catch musical performances, and more.
Many brands like Adidas, Don Julio, Lay’s, The Home Depot, and more are hosting different activations for fans to enjoy the World Cup festivities beyond the stadium. Whether you’re in the middle of home renovations, looking to shop exclusive merch, hoping to join a tour, or simply searching for the best place to watch a match, there’s something for every type of fan.
If food is more your thing, places like McDonald’s are offering the FIFA World Cup 26 Meal and FIFA World Cup 26 Happy Meal, while community events like The Chopped Cheese Classic presented by NYC Footy & Friends are bringing fans together through food competitions and more.
However you decide to spend the rest of the 2026 FIFA World Cup, this list has you covered with everything you need to enjoy the tournament beyond the stadium. It’s the perfect way to make the most of the summer as we wait to see who lifts the FIFA World Cup Trophy.
The Home Depot
As the official supporter of this year’s games, The Home Depot has many things going on for fans to enjoy. David Beckham, the beloved player who has played in the Premier League, La Liga, and Major League Soccer, has joined The Home Depot as part of its FIFA World Cup 2026 campaign with ‘Beckham’s Backyard’ inspired by hislove of gardening and entertaining, which features interactive soccer programming and activities that celebrate the doers that blends the excitement of live matches with the spirit of getting the job done. “Some of my favorite soccer memories are watching big matches with friends and family,” said Beckham. “The World Cup creates that kind of excitement everywhere — not just in the stadiums, but in homes too. I love the idea of fans creating their own match-day atmosphere at home.” Also, customers who purchase select Makita power tools, including brushless drill sets, circular saws, and reciprocating saws, will receive a free Official FIFA World Cup 2026 adidas scarf. Additionally, parents can register their children to participate in a soccer-themed Kids Workshop at all store locations, giving them a way to celebrate the World Cup through creativity and hands-on building.
Lay's
Lay’s, which is an official sponsor of the FIFA World Cup 2026, has kicked off The Bandwagon Tour. It started with a commercial featuring comedian Will Ferrell, who stars alongside athletes David Beckham and Marshawn Lynch, encouraging everyone to hop on the Bandwagon, which has been designed to create memorable fan moments around the tournament. This summer, on‑site activations will take place in Los Angeles, Dallas, and New York City. Fans can expect on‑site experiences, including product sampling and interactive moments designed to bring the campaign to life. Also, consumers across the U.S. can enjoy the limited‑edition potato chip flavors, including Lay’s Argentinian‑Style Steak with Chimichurri, Lay’s Brazilian‑Style Garlic Sauce, and Lay’s Wavy French Onion Soup.
Adidas
If you’re in NYC but can’t make it to that July 19th final at Met Life, don’t worry, you can still have World Cup fun courtesy of Adidas, another official sponsor. Since June 13th, Home of Soccer at the Brooklyn Bridge Park has been providing the ultimate FIFA World Cup 26 fan experience. Live screenings of select matches, a soccer pitch for 3v3 play, food vendors, a beer garden, and more. Tickets are required to enter the fan space, but they do not guarantee entry. Reservations for tickets open on a rolling basis at noon the day prior.
Tequila Don Julio 1942
New York and New Jersey are the places to be because of the FIFA World Cup 2026 Final, of course, and Tequila Don Julio 1942 is joining the festivities by partnering up with Port of Champions for a week-long luxury waterfront takeover. Centered on the docking of a 200+-foot megayacht along the Hudson River, Port of Champions will be a fully immersive experience spanning Piers 59 and 60 at Chelsea Piers. Beginning Monday, July 13, when the yacht docks in Manhattan through the final whistle of the FIFA World Cup tournament on Sunday, July 19, Port of Champions will bring together a best-in-class roster of partners like TAO Group, Yes Chef, Noble 33, Palm Tree Crew, The Ned, GQ, and more. Transforming the Chelsea Piers into a multi-dimensional destination for the first-ever brand takeover of the iconic waterfront venue, where global tastemakers, athletes, and influential voices will come together to celebrate this iconic moment with dining and hospitality moments as well as late-night celebrations featuring renowned DJs and performances, alongside podcast recordings, creator content capture, and intimate tequila tastings hosted within the yacht’s hidden onboard speakeasy.
Nike
Nike Soccer, in partnership with Shoe Palace, has created The Corner Kick, a community-driven experience centered on L.A.’s soccer culture. Watch parties are taking place at Shoe Palace retail locations around the city, where fans can enjoy beverages and foosball, and shop for Nike products and custom World Cup-inspired attire. In NYC, Nike’s Toma Finals is a three-day celebration of street soccer culture and creative expression, taking place June 25–27. Taking over New York City’s iconic Bryant Park for its biggest Toma El Juego tournament yet. Bringing together more than 150 of the world’s best young street footballers to showcase the next generation of talent through high-energy competition while celebrating the music, style, food, and community that make soccer a truly global language. Fans will experience the Estadio Nike street soccer pitch, cultural programming at the Toma Night Market, (surprise) live performances, and food that reflects the global game through a New York City lens.