How Travel Brands Courted World Cup Fans
Four weeks in, the 2026 World Cup has spurred a number of viral moments: the Tartan Army running Boston bars dry. Norwegian fans’ Viking Row chant. Photos of press box condiments covered in tape due to FIFA’s brand restrictions.
Travel brands were quick to capitalize on the buzzy moments with advertisements and social media posts, often for a fraction of the cost true FIFA sponsors pay to have their brand front and center.
Here’s how a few travel brands got in on the moment before it passed.
Meet Boston
After stories of Scottish fans running Boston bars dry, Meet Boston — the city’s destination marketing organization — was quick to roll out a series of advertisements.
“Don’t worry, we restocked the beer,” one sign reads, showing a statue crowned with a traffic cone, a tradit
