What does the fan experience of the Fifa World Cup look like from the UK?
Tue Feb 03 2026
The FIFA World Cup really is bigger this year, taking place in Summer across 39 days, taking place in 16 cities across the US, Mexico and Canada. While all the on-pitch fun is happening across the Atlantic, how can brands across the pond engage UK audiences effectively and authentically?
In this episode of The Campaign Podcast, Campaign welcomes guest Lizi Hamer, the global executive creative director at Octagon to discuss some of the biggest mistakes brands make when creating brand experiences around the World Cup, and why advertisers should be thinking community first, not country first.
Tech and multimedia editor Lucy Shelley hosts the episode with Campaign's deputy editor Gemma Charles and creativity and culture editor Charlotte Rawlings.
Further reading:
Beyond borders: why countries don’t define modern fandom
Fifa 2026’s longer tournament window presents a golden opportunity for fan activations
Identity launches global sports proposition
The Year Ahead 2026: Cultural trends
The Year Ahead 2026: Experiences
Campaign calendar:
Audio Advertising Awards: final entry deadline on 12th February, with multi-entry discounts
Hosted on Acast. See acast.com/privacy for more information.
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The FIFA World Cup really is bigger this year, taking place in Summer across 39 days, taking place in 16 cities across the US, Mexico and Canada. While all the on-pitch fun is happening across the Atlantic, how can brands across the pond engage UK audiences effectively and authentically? In this episode of The Campaign Podcast, Campaign welcomes guest Lizi Hamer, the global executive creative director at Octagon to discuss some of the biggest mistakes brands make when creating brand experiences around the World Cup, and why advertisers should be thinking community first, not country first. Tech and multimedia editor Lucy Shelley hosts the episode with Campaign's deputy editor Gemma Charles and creativity and culture editor Charlotte Rawlings. Further reading: Beyond borders: why countries don’t define modern fandom Fifa 2026’s longer tournament window presents a golden opportunity for fan activations Identity launches global sports proposition The Year Ahead 2026: Cultural trends The Year Ahead 2026: Experiences Campaign calendar: Audio Advertising Awards: final entry deadline on 12th February, with multi-entry discounts Hosted on Acast. See acast.com/privacy for more information.