More than 5.5 Million Fans: FIFA Fan Festival™ Sets New Benchmarks in 2026

The FIFA Fan Festivals reached a new milestone during the group stage of the FIFA World Cup 2026: in just 17 days, the event attracted more than 5.5 million visitors – the highest group-stage attendance since the premiere edition in Germany in 2006. On 24 June alone, 537,235 fans flocked to the festival venues.

Numbers like these are the result of years of consistent, dedicated preparation. As FIFA’s strategic agency, we have been part of the FIFA Fan Festival™ from the very beginning – and this edition is no exception. Our work spans from the initial strategy meetings in Miami through the development of detailed implementation concepts, to advising the festival leads across the three host markets and venue planning together with the host cities.

Together with our partner 50 Sport, we are responsible for all communications, promotion and content production around the FIFA Fan Festival™ – across all official FIFA channels.

And our involvement goes beyond strategy: this year, Michelle Jordan and Daniel Koch from mm sports are supporting the FFF team at the Tournament Operations Office in Miami as Communications Directors, coordinating collaboration between all stakeholders and 50 Sport’s editorial and production team. Klaus Feith is deployed on behalf of mm sports as FIFA Venue Manager in Mexico City – serving as the official FIFA representative and the key interface between the host city and FIFA.

With the knockout stage now underway – and all three host nations still in contention – we are looking forward to more thrilling moments and compelling content across the FIFA channels.