Motorola – FIFA World Cup 2026™ – Partnership
FIFA Partnership
The challenge
Motorola became the official FIFA partner for the 2026 World Cup in its product category. While many brands would explore the tournament theme during the year, Motorola was the only one authorized to communicate an official partnership.
The challenge was to translate this global sponsorship into impactful retail communication that could clearly reinforce Motorola’s unique position, without focusing on specific products, but instead building brand awareness around the partnership itself.
The challenge was to translate this global sponsorship into impactful retail communication that could clearly reinforce Motorola’s unique position, without focusing on specific products, but instead building brand awareness around the partnership itself.
Insight
To identify opportunities beyond conventional retail materials, the first step was conducting both digital and field research.
This included benchmarking how other brands activate global sports partnerships, as well as visiting shopping malls and retail environments across different segments — not only technology stores, but also fashion, sports, and lifestyle brands — to observe how immersive brand experiences were created in
physical spaces.
This exploration helped identify new possibilities for how the FIFA partnership could be expressed in retail environments in a more impactful and experiential way.
Concept Development
Based on research and insights, I developed a concept presentation proposing retail activations across the shopper journey — including out-of-store awareness, in-store awareness, consideration, and conversion touchpoints.
All mockups in the presentation were created by me, allowing the ideas to be visualized through customized retail applications.
The proposal was very well received internally at Motorola and became the foundation for expanding the official FIFA key visual into the proposed retail materials and activations.
