Five PR Learnings from The World Cup
Atlanta welcomed more than one million visitors for the eight World Cup matches it hosted this summer. Many of our clients have been preparing for this occasion for months (and in some cases, years) with strategic marketing campaigns including watch parties, specials, activations, specialty leasing, partnerships and more. The Wilbert Group served as a brainstorm and PR partner to amplify our clients’ efforts through media relations and content creation – all without using the words “FIFA” and “World Cup.”
Now, a few weeks after Spain clinched the championship trophy, we’ve had time to reflect on what we learned from the summer of soccer.
Authentic Partnerships Drive Engagement
While creative, owned content remains important, influencer partnerships can extend to a whole new audience. We partnered with @ATL_BucketList to create two custom reels to support 1105 West Peachtree’s Stadium Midtown campaign, in which guests collected passport stamps at 1105’s participating restaurants throughout the tournament to earn rewards. The Reels not only generated 56K+ views and 550+ likes but also created an easy-to-digest guide for the campaign, reaching thousands in the process.
[https://www.instagram.com/p/DZ8PZ8Tp6yo/]
Play to Your Strengths
Art is a huge part of the placemaking efforts at The Works, and its soccer campaign would be no different. The Works commissioned a custom soccer-themed mural by local artist Jessi Queen to serve as a new surprise-and-delight photo moment on property. Knowing the retail demand, The Works also welcomed a pop-up retail store, Global Gear, which sold official FIFA merchandise. Wilbert set up an interview with WANF’s ATL Live to discuss “All The Soccer Things,” including these highly visual and unique experiences at The Works.
Programming Creates Momentum
The Interlock in West Midtown launched Culture Haus, a 30-day campaign featuring more than 100 events from sunrise to sunset, centered around the themes of sport, lifestyle and entertainment. Our social team worked hand in hand with the property team to create weekly event posts and post-event Reel recaps. The influx of activity resulted in nearly 200,000 impressions (a 300% increase) and a 10% increase in followers.
[https://www.instagram.com/p/DYNkkUZH-tD/?hl=en&img_index=1]
Invest in Creative Content
MARTA transported more than 2.5 million riders during the tournament period, which was a 200% increase from regular ridership. Uptown Atlanta, a Buckhead mixed-use district directly connected to the Lindbergh Center MARTA Station, knew this was an opportunity to promote its easy access, free parking and mix of restaurants. Our content team filmed a professional video highlighting why Uptown was the perfect matchday destination before and after the match, bringing the destination to life while highlighting its convenient location and amenities.
[https://www.instagram.com/p/DZFxmECj5K8/?hl=en]
React in Real Time
Underground Atlanta hosted the Argentine Fan Festival with more than 15,000 people attending the first Argentina watch party. That grew to 25,000+ for the semifinals, which, as far as ownership could tell, was the largest crowd gathering for any single country during the entire tournament. Because the event came together quickly, our team moved just as fast, pitching local media, coordinating interviews and capitalizing on the momentum while interest was at its peak. The result was 140+ media placements that helped position Underground Atlanta as one of the city’s entertainment destinations, now and into the future.
[https://www.atlantanewsfirst.com/2026/07/06/argentine-fan-festival-kicks-off-underground-atlanta/]
The World Cup may be over, but Atlanta’s moment isn’t. As the city prepares for another wave of major sporting events, the lessons from this summer will continue to inform how destinations and communities show up. See you at Super Bowl LXII.