A Business Perspective: Preparing for the Surge, the Spotlight, and What Comes After

As a business leader based in Kansas City, the numbers are impossible to ignore.

Over 650,000 visitors, $650 million in projected local economic impact, and six high-profile matches right here in our city. Add to that the global attention of the 2026 FIFA World Cup, and we’re looking at an event that could rival or redefine your entire year’s marketing performance.

This is a once-in-a-generation chance to amplify your brand, reach new audiences, and position your business as a key player in one of the most-watched events in the world.

But with so much on the line, we’re realizing this can’t be just another promotion or seasonal campaign.

We need a World Cup marketing strategy that’s smart, sensory, and sustainable. And that’s why we’re partnering with brands to help audit, tailor, and activate every touchpoint of their customer experience.

What We’re Seeing: Opportunity at Every Turn

Here’s what convinced us to act now:

  • Half the world’s adult population plans to watch the tournament. That’s over 3.5 billion potential impressions.

  • 85% of fans watch with others, which means our messaging and environments need to be shareable, social, and seamless.

  • In 2022, over 50% of fans visited restaurants or bars and nearly half made themed purchases. The World Cup is no longer just a broadcast — it’s an economic ecosystem.

  • The final match alone pulled in 571 million viewers. Imagine the residual SEO and brand lift from strategic campaigns and PR aligned with that level of viewership.

We’re preparing to elevate the experience. Are you?

For brands to stand out, we need to engage with local pride, domestic travelers, and global guests — each with their own set of expectations and emotional triggers.

World Cup Playbook _ Branding and Marketing

Why We’re Investing in Strategy Now (Not Later)

The World Cup doesn’t just present six weeks of traffic. It presents a platform for long-term loyalty and brand visibility. Whether we’re talking multilingual messaging, culturally-attuned signage, pop-up experiences, or digital-first customer journeys, we’re realizing that the existing assets like websites, signage, packaging, socials need a cohesive, upgraded plan.

That’s why we’re working on a Playbook, one that maps out every single touchpoint, from street-level visibility to Instagram Reels to on-site customer experiences, all aligned under a clear, sensorial strategy.

We’re in the process of creating memorable moments that reinforce our brand long after the final match.

Our Call to Action

If you’re a Kansas City business — hospitality, retail, experience-driven, or service-based, this is the time to prepare. The groundwork we lay now could fuel a year (or more) of growth.

If your team is already at capacity or you’re unsure where to start, don’t wait until 2026 to find help. Partner with a strategist who can walk through:

  • Brand and marketing audits through a World Cup lens

  • Design and signage upgrades for global guest-readiness

  • Campaign concepts that engage social, digital, and local media

  • Touchpoint-by-touchpoint plans that build loyalty, not just traffic

Fortissima’s 90-Minute World Cup Game Plan is one resource we’re excited about, a blueprint to not just be present, but to be unforgettable during the world’s biggest sporting event.

Don’t miss the kickoff.

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