The 2026 FIFA World Cup represents a huge opportunity for Mexico. Not only because of the volume of visitors or the international exposure, but also because it puts the country back at the center of a global conversation that blends tourism, entertainment, culture, and hospitality for weeks on end.
But with events of this scale, the same question always arises: how can a brand stand out when everyone is trying to do exactly the same thing?
Hotels, destinations, airlines, restaurants, and tour operators are already beginning to prepare campaigns related to the World Cup. But the problem arises when they all end up looking alike in terms of emotional language and imagery. The same promotions that rarely go much beyond temporary discounts or “fan experiences” that amount to nothing more than a giant screen and a special menu (just to be clear: that’s not a fan experience)
For the past two or three World Cups, this hasn’t been enough, causing the audience’s and potential consumers’ gaze and attention to drift away… toward another brand.
The World Cup as a Cultural Platform
One of the most interesting changes in major sporting events is that they no longer revolve solely around the sport itself. Let me explain what I mean:
Today, a World Cup also drives gastronomy, fashion, music, nightlife, digital content, and social experiences. Many people travel for the overall atmosphere of the event, even without attending a match. The amount of content generated and consumed far exceeds the “highlights” of a single match.
The hospitality, tourism, and related industries in a destination hosting a massive event like this must completely rethink their strategy.
The mistake would be to target only the soccer fan who needs to board a plane, rent a car, or stay in a hotel. The opportunity lies in understanding all the profiles that revolve around the event: families, luxury travelers, content creators, corporate audiences, and young tourists who want to be part of the collective energy, even if they don’t have tickets.
The experience shouldn’t be limited to the stadium
Brands that make the most of these types of events usually work around a simple idea: extending the experience beyond the sporting moment. There are many ways to do this.
A hotel can turn its common areas into real gathering spots, not just place TVs in the lobby. It can develop culinary collaborations tied to participating countries, create evening experiences, organize viewing parties with their own unique identity, or transform rooms and rooftops with temporary concepts that can later be transferred to other properties or future activations.
Because here’s another important point: good ideas shouldn’t just last a month; they’re the ones that can be repurposed. Many of the experiences created for major sporting events can later be adapted to other markets, festivals, or peak seasons, which prevents the return on investment from depending exclusively on the event.
Creativity Over Volume
In contexts where everyone is competing for attention, many brands still believe the solution is to shout louder. But the campaigns that truly generate conversation usually work for another reason: they understand the cultural context and allow themselves to be more creative.
In a world where the neutral abound and AI-generated images increasingly strip everything of identity and hierarchy, having fun seems truly innovative without requiring much more than humanity and attention.
During recent major international tournaments, some of the most talked-about activations weren’t even the most expensive ones. Many worked because they were unexpected, absurdly specific, or simply fun. The tourism industry often feels pressure to communicate from a place that’s too traditional and “safe,” especially from a position that prioritizes what “has always worked” and—for better or worse—has served to compete with other brands, OTAs, etc.
But what happens with these kinds of spectacles and events is that sports also thrive on emotion, humor, and collective participation. People want to experience something different, unique, and unforgettable. That’s what they’re there for. Not just to see branding all around them.
Think of it this way: how many of the fans who travel to watch their national team actually harbor a statistically accurate hope of seeing them lift the trophy? 10%?
And yet they spend thousands of dollars to travel and experience the World Cup.
Content is no longer controlled solely by the brand
Another major shift is that much of today’s visibility depends on what travelers themselves do.
A well-designed rooftop during the World Cup could end up appearing in thousands of Instagram or TikTok stories. A creative menu can go viral far more than a traditional campaign. An unexpected detail in a room can become organic content for days.
It’s no longer enough for an activation to “look good.” It has to make people want to share it and trigger what the younger generations call “FOMO” (fear of missing out). To achieve that, brands need to understand how the public behaves during these events: what they photograph, what they film, what they comment on, and what experiences they feel are worth sharing. Not all audiences notice the same things or share in the same way: again, without underestimating the audience, you have to know them.
Mexico has an advantage it should capitalize on
In Mexico’s case, there is also a key differentiator: matches take place in a country that already has an extremely strong tourism identity.
Gastronomy, music, design, hospitality, Mexican social life, and the country’s love for soccer are already part of the international imagination. The challenge isn’t to build interest from scratch. The challenge is to avoid falling into overly obvious versions of that identity.
The brands that will position themselves best are likely not the ones that try to “talk about soccer” all the time, but those that understand how to integrate the event into broader cultural experiences; because when a match ends, people continue to look for places to eat, celebrate, meet up, relax, and keep “chatting.”
What Comes Next
The 2026 FIFA World Cup will likely yield important lessons for the entire region.
Not only regarding sports tourism, but also regarding how brands can use global events to build cultural relevance, strengthen their positioning, and create experiences that endure beyond a few weeks.
