As visitors from around the globe came to North America to rally behind their flag in the FIFA World Cup 2026, official sponsors Visa and Bank of America teamed up with Imagination to host a series of watch parties across the 11 U.S. host cities with a unique value proposition. In an effort to connect with the growing and diverse population of soccer football fans, cardholders were not only invited to watch the continent-spanning tournament on massive screens while enjoying catering honoring past World Cup winners, but they could also participate in engaging games and activities to collect exclusive merch. Once the game was over, globally renowned musical artists would take the stage and treat guests to intimate, yet high-energy, performances. The result? Thousands of happy customers across key markets, and an improved brand image that feels way more genuine and relatable than when communicated through sideline billboards.