As the 2026 FIFA World Cup came to a close, Spain matched up to Argentina in the final, and Atlanta was still celebrating playing a vital part in the tournament’s history. Atlanta United, Coca-Cola, and McDonald’s called on us to mark the conclusion with one more spectacular moment — a massive outdoor watch party at Pemberton Place in the heart of downtown Atlanta.
Our mission was both simple and ambitious: give general admission fans and VIP guests a way to experience the final together, live, with none of the barriers of a ticketed stadium seat and all the production value of a professional sports broadcast.
During a single afternoon, the event welcomed 5,000 guests, including 180 VIP attendees, to an immersive experience. We transformed an open plaza into a full festival footprint anchored by a 23-by-13-foot LED video wall and broadcast-grade audio system engineered to carry the match up to 300 feet from the screen. This recreated the thrill of a match-day crowd for fans, while giving our clients a meaningful, on-brand way to close out their World Cup engagement with the city.
Integrating Our Clients’ Brands
With three distinct brand experiences to incorporate, we were challenged to create a cohesive environment. Rather than siloing sponsor activations onto the margins or creating separate footprints, we integrated the three brands into the natural flow of the event.
This allowed attendees to move organically from the Powerade misting station to the Coca-Cola sampling area to the McDonald’s Fry Truck (the McRig!), each spot reinforcing the day’s central story instead of interrupting it.
Ensuring Fun for All
Beyond watching the match and enjoying sponsor activations, guests had plenty of interactive ways to stay entertained. We brought in face painting, a photo booth, soccer balls, mini-goals, and more to welcome kids, adults, and multigenerational groups. The inclusion of the dedicated NWSL (National Women’s Soccer League) zone also signaled an intentional effort to engage fans and remind attendees that soccer is a game for everyone to watch and play.
Satisfying the VIPs
We purpose built the VIP experience to reward the most engaged fans and partners. This space was an elevated, hospitality-driven environment within a nearly 100-by-50-foot lounge area. It featured custom seating, a full bar, and catered tailgate fare, all wrapped in décor that reflected the partnership between three brands united by the color red.
Charming Coca-Cola bottle bud vases held preserved florals arranged in the flag colors of competing nations, a subtle but meaningful nod to the 48-country tournament and the diverse fan base gathered to watch its conclusion.
To wrap up the summer of soccer, when Atlanta was a first-time World Cup host city and we welcomed hundreds of thousands of fans, this event served as a proper send-off. It captured the scale, excitement, appreciation for culture, and community spirit of the tournament one more time.
Why Choose WM Events?
Welcome to intention in everything. The way we approach our work and build our relationship with you—it’s not one-size-fits-all. Your goals inform all we do, whether you need a large-scale corporate event or fundraiser to drive results, or an intimate party or gathering for a meaningful experience.