Marriott Bonvoy and Visa have unveiled a joint global campaign, For Fans, Everywhere, aimed squarely at the millions of supporters preparing to travel for the FIFA World Cup 2026, the first time in more than three decades the tournament returns to North America, co-hosted by Canada, Mexico and the United States.
Fronted by Manchester City striker Erling Haaland and Real Madrid forward Vinícius Júnior, the campaign is designed to celebrate the travelling fans who cross borders, chase kick-offs and carry their football culture with them. Both players will feature across a slate of content including a cinematic brand film and a series of ‘Sleepover Suite’ social videos set to roll out as the tournament kicks off in June.
For the UK’s business travel sector, the activation is another signal that major sporting events are hardening into a core revenue pillar. Sports tourism now accounts for roughly 10 per cent of global tourism spending and is forecast to reach $1.3 trillion (£1.03 trillion) by 2032, according to UN Tourism and Skift. Harris Poll data cited by the two brands shows nearly 75 per cent of Americans express an interest in football, underscoring the scale of inbound and intra-continental travel expected next summer.
From 14 April, Marriott Bonvoy began releasing tickets to every FIFA World Cup 2026 match, alongside a curated programme of experiences, via its Marriott Bonvoy Moments platform, courtesy of Visa. The group describes it as the largest Moments release it has ever staged for a single event, with more than 600 offerings on the table, spanning fixed-price experiences, auctions and close to 100 1-Point Drops. Those drops will be released every Friday, culminating in early May with a full week of daily releases, including first-come, first-served access to the Final.
The centrepiece of the campaign is a money-can’t-buy ‘Sleepover Suite’ prize, in which Marriott Bonvoy members who are Visa cardholders in eligible markets can enter to spend the night before the Final inside New York New Jersey Stadium. The two brands will reimagine a luxury suite as a one-night hotel room, placing the winning duo steps from the pitch with sweeping views of the field. The sweepstakes opened on 15 April and closes on 16 June 2026. No purchase is necessary, with eligibility covering the UK, much of mainland Europe, South Africa, India, Japan, South Korea, Argentina, Brazil, Canada and the United States.
“Our campaign taps into a core truth about World Cup fans: travel is more than a journey, it’s a way to get closer to the people, passions and places they love,” said Peggy Roe, executive vice-president and chief customer officer at Marriott International. “World Cup travel is different from any other kind of travel. Fans don’t just explore the world; they bring their world with them, supporting their teams and sharing their culture globally.”
FIFA secretary general Mattias Grafström said the 2026 edition would “lead the way in groundbreaking fan experiences” and welcomed the tie-up as a means of unlocking “once-in-a-lifetime opportunities for supporters globally, from the opening match in Mexico City through to the highly anticipated Final in New York New Jersey”.
Kyndra Russell, North America chief marketing officer at Visa, added: “The FIFA World Cup is defined by moments fans carry with them for a lifetime, and the journey to the tournament is a key part of that magic. Together, Marriott Bonvoy and Visa are helping unlock once-in-a-lifetime opportunities that bring members closer to the tournament, turning travel and access into experiences as unforgettable as the action on the pitch.”
For corporate travel buyers and hospitality operators watching the calendar, the announcement lands as evidence that loyalty programmes and payment networks are increasingly leveraging live sport to drive both leisure and bleisure demand, a trend likely to shape procurement strategies, hotel availability and rate pressure across North America through the summer of 2026.