News
As spending on IRL activations soars, marketers weigh in on stretching their budgets beyond activation day.
by Leslie Blount August 05 2026
When the 2026 FIFA World Cup touched down in North America this summer, marketers ramped up their experiential efforts. During an already peak season for activations, brands including Adidas, Hyundai and Unilever leveraged their sponsorships to connect not just with soccer fans, but a curious public drawn to its promise of culture and community.
Whether it is a World Cup activation, a music festival booth or a cart serving product samples, staging an experience doesn’t come cheap. Global B2C and B2B experiential marketing spending grew 8.3% to $138.9 billion last year and is projected to grow 10.3% in 2026, according to PQ Media.
