The big winner of this summer’s tournament may not be a team at all, and a new Entrepreneur Report on the World Cup Experience Economy explains why brands are spending big on live fan moments across 13 host cities in the United States, Mexico and Canada. Games bring crowds together and money chases away everything that happens around them.
For founders, it’s a lesson in experiential marketing that rarely requires a stadium-sized budget. When people crave shared moments, a small brand can attract real attention by curating an experience rather than renting more ad space. The idea is valid whether you sell software, snacks, or services.
Why the experience became the product
Watch parties, floating barges and pop-up fan zones continue to draw crowds because belonging feels good and people pay for that feeling. Marketers now view the tournament as an audience worth about $10 billion in advertising value, but winning campaigns reward participation rather than passive viewing.
Ferrero North America shows the ceiling. The candy maker is investing about $100 million in a World Cup campaign it calls Go All In, the biggest marketing spend it has ever authorized. You don’t need anything close to use the same lever. A single launch party or themed customer meeting can create the same sense of belonging for very little.
Experiences also stay in memory much longer than a banner ad. People remember how a moment made them feel and tell their friends about it, which turns into organic word of mouth one evening. This is precisely what a young brand needs when budgets are tight.
It reflects the instinct behind the force omnichannel retail plays, where the goal is to meet buyers in a moment that already interests them instead of shouting from the sidelines.
The numbers founders should study
The scale is worth looking at because it reveals where attention and dollars are going. Sponsorships have especially grown in soccer, and team-level contracts in the sport have increased by about a fifth each year for the past three seasons. A steady rise signals a lasting appetite, not a passing spike.
| Metric | Figure |
|---|---|
| Gross production generated | $30.5 billion |
| Added to US GDP | $17.2 billion |
| Full-time jobs supported | ~185,000 |
| Estimated value of the advertising platform | ~$10 billion |
These totals explain the frenzy. When an event generates tens of billions of dollars in production, every brand within its reach wants a piece of the crowd it brings together. Founders can ride smaller, adjacent waves using the exact same instinct.
Also note that the expenses far exceed the official sponsors. Small brands attract local attention through neighborhood watch parties, designer collaborations and local pop-ups. No official badge is required to benefit from the public gathered during a great moment.
How to Borrow the Playbook on a Startup Budget
Start with a cultural moment that your customers already follow. It doesn’t have to be the World Cup. A local festival, industry conference, or seasonal rush in your category can work just as well.
Then design a memorable interaction instead of a sprawling campaign. A tasting, live demo or hands-on workshop gives people a reason to show up and share. Founder Tests trade agent and other new channels still need that human spark to transform curiosity into loyalty.
Then, put the moment online. Capture short clips, mark the location and invite guests to post theirs. One evening can provide weeks of content, and that digital queue often goes further than live participation.
Finally, collect evidence on site. Photos, quick quotes and genuine reactions become material you can reuse in ads, emails and presentations, stretching every dollar long after the day is over.
Partnerships require a small marketing budget
You never have to organize an activation alone. Teaming up with a complementary brand cuts the cost in half and doubles the audience, so two smaller teams can create a moment that feels far bigger than they could manage alone.
Look for partners who share your customer but not your product. A coffee brand and a coworking space, for example, can host a launch party together and each collect new leads. This trust-focused movement shows how direct to consumer brands grew without significant advertising spending.
What to watch at the end of the tournament
The real test comes after the final whistle. Brands that turn event buzz into mailing lists, repeat orders, and community will outlast those that only followed a one-day push.
Also keep an eye out for smaller brands that are adapting the fan-zone idea to their own niches. A bookstore hosting a theme party or a gym hosting a viewing party pulls the same lever, but on a human scale that you can match today.
Expect more companies to try this through the end of 2026 as the Forbes coverage of World Cup grocery activations precise. The founder’s lesson remains constant: experiences build trust, and trust drives sales.
Experiential Marketing Questions
What is experiential marketing? It engages customers through live, interactive moments rather than traditional ads, so people participate instead of just watching, which tends to build recall and loyalty.
Can small businesses afford it? Yes. A targeted event, pop-up or themed meeting can perform well without significant sponsorship, especially when you share costs with a partner.
How to measure the return? Track new signups, event sales, social shares, and repeat purchases in the weeks that follow, then compare them to your spending.
