Product Hub July 07, 2026
FIFA Fan Festival Charms Fans With Creative Promo
Giveaways with hyper-personalized elements prove popular at the event in Philadelphia’s Lemon Hill Park.
Key Takeaways
• FIFA Fan Festivals, like the one in Philadelphia, are using hands-on activations to turn promo into memorable experiences that deepen fan engagement.
• Industry companies are seeing increased interest in customizable items, as end-buyers look for products that let attendees create something unique and personally meaningful while strengthening brand connections.
• As AI experiences become more commonplace, pairing them with high-quality physical products gives attendees a lasting reminder of the event.
Come for the soccer, stay for the creative promo. That’s the bet that FIFA Fan Festivals across the country have made to boost the fan experience.
And it’s working.
Soccer fans gather in Philadelphia’s Lemon Hill Park to design their own custom bracelets, courtesy of Bank of America.
At the ongoing FIFA Fan Festival in Philadelphia’s Lemon Hill Park, held until July 19, fans have the opportunity to walk away with branded fans, can coolies and free tickets to Hersheypark, among other items.
Some promo goes beyond just giveaways, providing fans with an experience where they can play a part in creating what they take home. For example, Bank of America offers a custom charm bracelet activation, what the financial institution is calling BofA Fan Bands. Attendees choose from three different colors and two sizes, along with optional themed charms, like the Liberty Bell, Independence Hall, Rocky’s boxing gloves and a cheesesteak.
Now, Bank of America is offering different bead designs for the knockout rounds of the World Cup.
“The enthusiasm for BofA Fan Bands has been incredible,” said David Tyrie, president of Bank of America’s marketing, digital and specialized consumer client solutions division. “Our goal is to give fans a new way to connect with the tournament and celebrate the teams and host cities they love. It’s been exciting to see the creativity behind the designs.”
Fans can choose from different bracelet colors, sizes and charms to customize their accessories.
Tommy Romero, owner of Pin Machine (asi/78133), says he’s noticed more distributors asking for custom charm bracelets. He attributes that to customers wanting more of an “experience,” and says that the charms can be used for more than just bracelets.
“That’s the beauty of it,” Romero says. “They could take those same charms and put them on a keyring.”
But he also adds that it’s important for distributors to consider quality when thinking about doing a bracelet giveaway. If the intention is for the accessory to be worn every day, it’s better to opt for a high-quality option.
AI-Generated Promo
Next to the Kia booth at the event in Philly, fans can see what they’d look like as professional soccer players for their countries of choice – thanks to AI. Attendees choose details like position and city, and then receive their likeness on a trading card. Before the cards print, attendees get a preview on a big screen that showcases their creativity.
At the Kia brand activation, fans use AI to design personal trading cards.
“The live gallery gives people their 15 seconds of fame,” says Gabe Henwood, director of Snapmatic AI, a company that specializes in AI-generated promo. “It gives people an understanding of what the experience is going to give them.”
Henwood adds that he finds generative AI to be less novel now, which makes the tangible product all the more necessary. The physical products have real staying power, and also provide continuous brand reinforcement.
“It’s a really impactful way to create something fun and engaging at an event and something surprising people haven’t seen before,” says Mark Hanratty, founder and CEO of Swanky (asi/90303). “People inherently are a little bit selfish, right? And you love something that’s about you.”
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