Who were the most popular fan-favorite brand sponsors at FIFA World Cup this year during the Fan Festivals across host cities? Of course, you may think the usual suspects – The Coca-Cola Company, Adidas, Nike, Visa, Home Depot, etc. – big brands that are renowned for great marketing. Whereas these companies capture the brand world and Coke was there to quench the fans thirst on a hot summer day; the fans discovered two (2) unexpected brands that took social media by storm during the world famous soccer matches.
The unexpected winners were the ingenious marketing ideas from Bank of America and Waffle House. Can you believe it?!! Who would have thought a “bank” would have people standing in lines for hours in the rain (yours truly) to receive a wrist band (again, yours truly who didn’t receive one) to come back at an appointed time to make their custom “free” souvenir bracelet? Or a breakfast fast food restaurant that created a POP Up shop across the street from Atlanta Fan Fest and didn’t sell jerseys representing the countries that were playing in the World Cup; only Waffle House Jerseys designed to imitate world cup soccer (fútbol) jerseys. Oh, and by the way, there was also a line for Waffle House Restaurant seating.
It was brand marketing at its finest. There were limited edition Waffle House jerseys designed just for Atlanta in person sales and special ones online. The Bank of America custom made bracelets had charms designed specifically for each host city/country (USA, Mexico, Canada). The highest price that I saw on eBay to purchase one was $1000 especially if you wanted one that wasn’t in your host city. It may sound like a deal considering the cost of travel to one of these cities to stand in a long line for a coveted bracelet. Will Bank of America become the “Pandora” of the banking industry? 😊
All eyes were on Argentina as fans anticipated the possibility of the team winning back-to-back World Cup titles. Yet, once again, the unexpected happened, and Spain captured the 2026 World Cup championship. While the action on the field was unforgettable, I believe the true winners were the fans who helped shape and define this year’s World Cup experience. It was inspiring to see people from so many countries come together in celebration of the global game of fútbol.
As Atlanta celebrates the 30th anniversary of hosting the 1996 Olympics, the tournament served as a powerful reminder of how sports can unite cultures, build connections, and create a sense of community that transcends borders. The experience provided smiles, great conversations, and memories of meeting passionate fans. I will wear my Waffle House jersey with pride. And while the opportunities to stand in long lines to receive the coveted custom souvenir Bank of America bracelet have passed — there is always eBay!
As a small business owner, you have the opportunity to create the next big phenomenon that expands your reach and dramatically grows your customer base. For example, develop a ritual that only your brand offers.
I challenge you to think strategically about your brand and consider how your products or services can capture the attention and imagination of your target market. A bank and a breakfast restaurant found a way to do it. So can you!
Always in Your Service
Roz Lewis