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Panini America’s FIFA World Cup 2026™ Tour

Taking the trading card experience on the road across North America

What We Did

Panini America took its FIFA World Cup 2026™ trading card experience on the road, with four mobile tour vehicles travelling across the United States and Canada to meet soccer fans and collectors throughout the tournament period. Alongside the wider tour, Rockefeller Center served as Panini America’s FIFA World Cup 2026™ hub in New York City. Working alongside agency partner KTS Event Productions, Elevate provided more than 150 staff to support the programme across North America.

How We Did It

Elevate recruited and deployed local Brand Ambassadors to support tour stops across a wide geographic footprint. Teams helped with light setup, album distribution, guest engagement and photo moments, creating opportunities for fans to discover Panini’s FIFA World Cup collection and exchange cards with fellow collectors while supporting a consistent experience as the tour travelled across North America.