From beer gardens and blockchain to VIP watch parties and virtual stores, here’s how global brands are reshaping fan experiences at the FIFA Club World Cup 2025.
The FIFA Club World Cup 2025 will unite 32 elite clubs from all six FIFA confederations, taking place across the United States from June 14 to July 13. Total stadium attendance is expected to approach 3.7 million fans from around the world.
Global brands use the energy of this tournament to engage fans in meaningful ways while turning that engagement into real campaign wins. Whether through immersive digital collectables, gamified shopping, exclusive matchday access, or next-gen hospitality.
Here’s how some brands are creating immersive fan experiences at the FIFA Club World Cup 2025:
Budweiser Unveils “Celebration in the Making” Global Platform
Budweiser brings back its popular “Bring Home The Bud” campaign, giving fans some extra cheer. Launching its global platform, “Celebration in the Making,” the brand sets the tone with its high-energy “ThunderBud” film, soundtracked by Thunderstruck by AC/DC.
Fans worldwide can join in by engaging with FIFA’s “Celebration of the Match” highlights. They get to vote for standout plays that spark the most passion. The brands help turn key match moments into interactive fan experiences that live well beyond the final whistle.
Panini Debuts Digital Collectables for FIFA Fans
Panini is transforming football fandom by launching exclusive digital collectables on FIFA Collect, the official platform powered by Modex. Famous for its iconic sticker albums and trading cards, Panini is stepping into the Web3 world, offering fans a modern, digital way to connect with the sport’s unforgettable history.
These limited-edition digital drops celebrate legendary FIFA World Cup moments. Fans can now own pieces of football history, uniquely designed, authenticated, and digitally preserved. Fans can also access exclusive “Right-to-Buy” ticket opportunities, giving them a shot at securing seats at major events.
Airbnb Announces Fan-First FIFA Partnership Experience Deal
Airbnb is the official alternative accommodation and experiences platform. Fans can unlock amazing Airbnb Experiences, from training sessions with US legend Tim Howard to match-day meetups with iconic football stars.
These once-in-a-lifetime moments create deeper bonds with the game, giving fans a rare chance to live football from a whole new perspective.
Airbnb’s $5 million Host City Impact Program supports local communities, enhancing tourism readiness. With the FIFA World Cup 26 on the horizon, this initiative is expected to generate $3.6 billion in economic impact.
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Michelob ULTRA Delivers Immersive Fan Engagement
As an Official Beer Sponsor, the brand introduces in-stadium beer gardens, exclusive merch, and branded packaging that bring fans closer to the action. With Lionel Messi leading the campaign, every moment feels elite.
Michelob ULTRA offers premium experiences, such as the “Superior Hotel” and Michelob ULTRA Pitchside Club in NYC. Through fun contests like the “Superior Call Up,” Michelob ULTRA is providing fans with once-in-a-lifetime VIP experiences. Winning fans will get access to exclusive opportunities with participating clubs.
Benfica Opens 3D Virtual Store for Fans with Infinite Reality
Benfica launched the world’s first 3D immersive merchandise store with Infinite Reality. This platform is designed to engage younger, tech-savvy fans, especially Gen Z, offering a virtual locker room and exclusive behind-the-scenes content from the tournament.
The store features an AI-powered multilingual shopping concierge, providing fans with personalised guidance in their preferred language. This gamified shopping experience merges fandom with ecommerce, creating an emotional, interactive journey that goes beyond simple transactions.
Betby Offers New FIFA Betting Fan Features
BETBY has unveiled a dynamic betting portfolio. With full tournament coverage, it includes pre-match, live, player prop, and xG markets, complemented by advanced features like Bet Builder and real-time Betting Tips.
BETBY introduces its eFIFA Club World Cup with BETBY.Games, offering fans 24/7 action through fast-paced, 15-minute matches.
BETBY’s portfolio emphasises personalisation, allowing operators to tailor betting experiences to each user. With flexibility in betting options and data-driven tools, BETBY enhances fan participation by providing a customised experience, increasing engagement and ensuring fans feel more connected.
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Microsoft Dynamics 365 represents a robust cloud-based CRM solution with features such as pipeline assessment, relationship analytics, and conversational intelligence. It utilises AI-powered insights to provide actionable intelligence via predictive analytics, lead scoring, sentiment analysis, etc. Currently, Microsoft operates in 190 countries and is made up of more than 220,000 employees worldwide.
HubSpot is an inbound marketing, sales, and customer service software provider, offering robust CRM and automation solutions. Some of its products include Marketing Hub, Sales Hub, Operations Hub, Content Hub, Commerce Hub, Marketing Analytics and Dashboard Software. Guided by its inbound methodology, HubSpot enables companies to prioritise innovation and customer success.
Monday.com is a project management software company, offering a cloud-based platform that enables businesses 
Headquartered in San Mateo, California, Freshworks is a global AI-powered business software provider. Its tech stack includes a scalable and comprehensive suite for IT, customer support, sales, and marketing teams, ensuring value for immediate business impact. Its product portfolio includes Customer Service Suite, Freshdesk, Freshchat, Freshcaller, Freshsuccess, and Freshservice. Freshservice for Business Teams has helped several global organisations to enhance their operational efficiency.
Talkdesk offers an innovative AI-powered customer-centric tech stack to its global partners. The company provides generative AI integrations, delivering industry-specific solutions to its customers. Talkdesk CX Cloud and Industry Experience Clouds utilise modern machine learning and language models to enhance contact centre efficiency and client satisfaction.
The company offers comprehensive cloud-based solutions, such as Microsoft Dynamics 365, Gaming Consoles, Microsoft Advertising, Copilot, among other things, to help organisations offer enhanced CX and ROI. Its generative-AI-powered speech and voice recognition solutions,such as Cortana and Azure Speech Services empowers developers to build intelligent applications.
IBM is a global hybrid cloud and AI-powered 
Uniphore is an enterprise-class, AI-native company that was incubated in 2008. Its enterprise-class multimodal AI and data platform unifies all elements of voice, video, text and data by leveraging Generative AI, Knowledge AI, Emotion AI and workflow automation. Some of its products include U-Self Serve, U-Assist, U-Capture, and U-Analyze. Its Q for Sale is a conversational intelligence software that guides revenue teams with AI-powered insights, offering clarity on how to effectively keep prospects engaged.
Google Cloud accelerates every organisation’s ability to digitally transform its business. Its enterprise-grade solutions leverage modern technology to solve the most criticial business problems 
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Sprinklr is a comprehensive enterprise software company for all customer-focused functions. With advanced AI, Sprinklr’s unified customer experience management (Unified-CXM) platform lets organisations offer human experiences to every customer, every time, across any modern channel.
Upland offers a comprehensive suite of contact centre and customer service solutions with products including InGenius, Panviva, Rant & Rave, and RightAnswers. InGenius enables organisations to connect their existing phone system with CRM, further enhancing agent productivity. Panviva provides compliant and omnichannel capabilities for highly regulated industries. Whereas, Rant & Rave, and RightAnswers are its AI-powered solutions, 
Hootsuite, headquartered in Vancouver, is a social media management platform that streamlines the process of managing multiple social media accounts. Some of its core offerings include social media content planning and publishing, audience engagement tools, analytics and social advertising. Its easy-to-integrate capabilities help marketing teams to schedule and publish social media posts efficiently.
Brandwatch enables businesses to build and scale the optimal strategy for their clients with intuitive, use-case-focused tools that are easy and quick to master. Bringing together consumer intelligence and social media management, the company helps its users react to the trends that matter, collaborate on data-driven content, shield the brand from threats and manage all the social media channels at scale.
Adobe Experience Cloud offers a comprehensive set of applications, capabilities, and services specifically designed to address day-to-day requirement for personalised customer experiences at scale. Its platform helps play an essential role in managing different digital content or assets to improve customer happiness. Its easy-to-optimise content gives users appropriate marketing streams, ensuring product awareness.
Salesforce-owned Tableau is an AI-powered analytics and business intelligence platform, offering the breadth and depth of capabilities that serve the requirements of global enterprises in a seamless, integrated experience. Marketers can utilise generative AI models, AI-powered predictions, natural language querying, and recommendationsons.
Contentsquare is a cloud-based digital experience analytics platform, helping brands track billions of digital interactions, and turn those digital 
Zoho Corporation offers innovative and tailored software to help leaders grow their business. Zoho’s 55+ products aid sales and marketing, support and collaboration, finance, and recruitment requirements. Its customer analytics capabilities come with a conversational feature, Ask Zia. It enables users to ask questions and get insights in the form of reports and widgets in real-time.
Fullstory is a behavioural data platform, helping C-suite leaders make informed decisions by injecting digital behavioural data into its analytics stack. Its patented technology uncovers the power of quality behavioural data at scale, transforming every digital visit into actionable insights. Enterprises can increase funnel conversion and identify their highest-value customers effortlessly.
Started in 2005 in a Sweden-based small town, Norrköping, Voyado offers a customer experience cloud platform that includes a customer loyalty management system. This platform helps businesses design and implement customer loyalty programs, track customer 
TapMango provides a comprehensive, customisable, flexible and feature-rich customer loyalty program. The loyalty tools include an integrated suite of customised consumer-facing technology, easy-to-use merchant tools, and automation algorithms, all aimed at enhancing customer experience. Adaptable to any industry, TapMango’s platform helps merchants compete with larger chains, converting customer one-time purchases into profitable spending habits.
Adobe Experience Cloud offers a comprehensive set of applications, capabilities, and services specifically designed to address day-to-day requirements for personalised customer experiences at scale. Its innovative platform has played an essential role in managing different digital content or assets, to improve customer happiness or satisfaction. Some of its products include Adobe Gen Studio, Experience Manager Sites, Real-time CDP, and Marketo Engage.
