The 2026 World Cup will be the first tournament truly experienced at city scale.

Across streets, nightlife, transit, and fan zones, attention will move constantly, and Out-of-Home will move with it.

The FIFA World Cup has always been one of the most powerful moments in global culture. In 2026, however, that impact reaches an entirely new scale.

Hosted across three countries and multiple cities, the tournament will no longer be contained within a single venue or screen. The experience will unfold across streets, traffic, nightlife, airports, fan zones, and the everyday rhythm of city life.

For brands, this marks a fundamental shift.

Because in 2026, the World Cup won’t just be watched — it will be experienced across cities.

The Role of OOH in a City-Scale World Cup

As millions of people move through cities simultaneously, before matches, after victories, between fan gatherings, attention itself becomes mobile.

This is where Out-of-Home delivers its greatest value.

Not as a single format, but as a layered urban presence. Stationary placements provide scale, consistency, and a fixed point of recognition, while moving media extends that message across the city in real time. When paired together, stationary OOH establishes the brand’s presence, and mobile formats reinforce and repeat it along fan routes, nightlife districts, and high-energy corridors.

Together, stationary and mobile OOH amplify each other, creating a continuous brand experience that is grounded in place, reinforced through movement, and woven into the living rhythm of the city.

Firefly: A Digital OOH Ecosystem Built for Movement

As fan energy spreads across city meetups, fan zones, and high-traffic routes, Firefly reaches audiences throughout the entire pre-game journey, including areas where venue-adjacent, stationary media is limited. Across multiple World Cup cities, Firefly delivers large-scale visibility through car tops, wraps, and experiential activations, ensuring brands move at the same scale as fan momentum.

Firefly’s moving media follows the natural flow from city centers to stadium perimeters, staying visible in the high-attention moments leading into game day.

This presence is delivered through Firefly’s digital OOH ecosystem:

Digital Tops anchor visibility in high-density areas, maintaining constant elevated presence across key urban routes.
Swarms with Car Wraps & Digital Tops move with fan traffic, creating high impact buzzworthy brand moments across distributed city hubs.
Glow Wraps amplify visibility after dark, using illuminated vehicle wraps to capture attention in nightlife districts, fan zones, and evening travel corridors where energy peaks and visibility matters most.
VIP Rides & Brand Ambassadors create premium, human-led brand presence by integrating messaging into curated fan experiences, high-profile routes, and influencer-driven moments, extending visibility beyond media into real-world interaction.
LED Trucks provide high-impact, mobile visibility along travel corridors and near stadium approaches.
3D Holograms turn peak-energy arrival moments into spectacle, especially in nighttime and fan-dense environments.

Together, these formats fill the gaps left by fixed placements and create a continuous, city-scale brand presence, from pre-game anticipation to Game Day arrival.

A City Built for Between-the-Match Moments: Las Vegas

Although not one of the host cities, Las Vegas represents the World Cup experience beyond the stadium. A city defined by movement, nightlife, and nonstop gatherings, Vegas hosts watch parties, fan meetups, and spontaneous celebrations across the Strip, resorts, sports bars, and entertainment corridors.

These between-the-match moments are where the energy lives. Fans react in real time, celebrate together, and stay engaged long after the final whistle. These are high-energy environments where attention is naturally elevated, making Las Vegas a powerful extension of the World Cup conversation before, during, and after matchdays.

At the center of this city-scale experience, Vegas Miracle anchors brand presence with a bold, iconic static footprint in one of the world’s most visible entertainment corridors. Layered with Firefly’s mobility media network, this fixed presence extends far beyond a single location.

Firefly’s moving formats carry the message through nightlife districts, fan-driven routes, and high-traffic corridors, ensuring visibility flows with the energy of the city. In a market built on motion and spectacle, the combination of stationary and mobile OOH transforms static impact into a living, citywide brand experience.

Digital OOH Designed for Live Culture

The World Cup doesn’t follow a script, and OOH shouldn’t either.

Firefly delivers real-time, adaptive digital OOH campaigns that respond to the live pulse of the city:

Creative updates aligned with match results, scores, and key tournament moments
City- and location-specific messaging tailored to fan density and movement
Dynamic content that reacts to what’s happening in the moment

Complementing this live framework, Digital Tops add an elevated impact layer across high-density fan zones, nightlife districts, and other high-engagement environments where fans are already in motion.

Proven Impact at Urban Scale

Consumer data shows that the FIFA World Cup is not only a media moment, but a powerful driver of real-world action, and OOH sits at the center of that impact.

62% of adults are interested in seeing World Cup-related OOH ads.
Among those interested, 96% would actively engage if they encountered a FIFA World Cup OOH placement.
Most strikingly, 99% of adults who attended a sporting event after seeing an OOH ad spent money locally, underlining OOH’s direct contribution to city economies.

Source: OAAA x Harris Poll Studies

This makes FIFA 2026 not just a local activation opportunity, but a national and continental moment for brands.

Why Firefly for FIFA 2026

Because the most powerful OOH during the World Cup doesn’t stand still, it moves with the city.

Firefly offers:

Scalable mobility across host cities
Integrated visibility through multiple digital OOH formats
Contextual relevance during live moments
Creative flexibility in high-energy environments

In a tournament defined by movement, Firefly turns motion into media.

The Streets Are the New Stadium

In 2026, football won’t live only on the pitch.

It will be felt in traffic, in late-night celebrations, and in the shared rhythm of cities coming alive together.

Firefly helps brands become part of that energy, bringing digital OOH to where the World Cup truly lives.

Because during FIFA 2026, the game doesn’t stand still. Neither does Firefly.

FIFA World Cup 2026: World Cup as a Citywide Experience