By Daniel Velasco Rallo – Strategic Planner
The 2026 FIFA World Cup will be one of the biggest consumer spending events in recent history. However, few brands are prepared to turn that increase in sales into long-term relationships. Here’s how to do it through loyalty strategies, customer analytics, and technology.
Introduction
The 2026 World Cup represents a unique opportunity for brands in Mexico and Latin America.
But there’s a mistake that most people are already making:
They are planning sales campaigns, not loyalty strategies.
Because yes, you’re going to sell more during the World Cup.
But if you don’t do things right, when it’s over, you’ll be back to square one.
The mistake: thinking of the World Cup as a sales peak
Most companies plan:
- Promotions per match
- Massive discounts
- Emotional campaigns
They work, but only in the short term.
Problem:
They do not capture:
- Data
- Behavior
- Customer preferences
Result: momentary sales, without structural growth.
The key insight: the World Cup is a factory for new customers.
During the World Cup:
- Increase purchase frequency
- Consumption habits are changing
- Customers try new brands
It’s the best possible time to acquire new customers.
But the difference is clear:
- A traditional brand sells more
- A strategic brand builds a database and fosters customer loyalty.
What is a loyalty strategy in the World Cup?
It’s not just about giving points.
It’s about designing a system where every customer interaction generates long-term value and allows:
- Measure behavior
- Personalize communication
- Increase recurrence
The 4 levers of marketing and loyalty for the World Cup
1. Mass (but intelligent) recruitment
Instead of just encouraging purchases:
Buy and get a discount
It must be built:
Buy, register and accumulate benefits
This converts traffic into:
- Registered users
- Own database
- Recurring customers
2. Gamification
The World Cup is an emotional environment.
Brands that incorporate dynamics such as:
- Match predictions
- Rankings
- Consumer challenges
They manage to increase significantly:
- Engagement
- Purchase frequency
- Brand interaction
3. CRM + OCR + Automation Integration
This is one of the most important differences.
- CRM allows you to centralize customer information
- OCR allows you to capture tickets or vouchers
- Automation allows you to activate campaigns in real time
Each purchase ceases to be a transaction and becomes strategic data.
4. Personalization with artificial intelligence
Predictive analytics allows:
- Detect high value customers
- Identify risk of abandonment
- Adjust incentives in real time
This turns the volume of the World Cup into sustainable profitability.
The LMS approach
At LMS we have identified that loyalty programs that truly work during massive events like the World Cup have three characteristics:
- They capture data from the first interaction
- They integrate technologies such as CRM, OCR, and automation.
- They are designed to generate recurring revenue, not just conversions
This approach makes it possible to transform peak consumption into sustainable growth.
Case study
Retail branding during the World Cup:
| Scenery | Sales | Database | Retention/Frequency |
|---|---|---|---|
| Without a loyalty strategy | +25% | No growth | Low retention |
| With LMS strategy | +30% | Double the amount | +20% post-event frequency |
The difference is not the event, it’s the strategy.
The true ROI of the World Cup
The World Cup lasts approximately five weeks.
But the real value lies in:
- Customer Lifetime Value
- Retention
- Accumulated data
This is where the real return on investment is generated.
What should you be doing today?
- Design a specific loyalty strategy for the World Cup
- Prepare data collection mechanisms
- Integrate CRM, OCR, and automation
- Design gamified dynamics
- Define customer retention and value KPIs
Final insight
The World Cup does not reward the brands that sell the most.
It rewards those who turn traffic into relationships.
Frequently Asked Questions (FAQ)
Is a loyalty program necessary for the World Cup?
If the goal is real and sustained growth, then yes.
Which industries can best take advantage of it?
Retail, food, beverages, telecommunications, fintech and entertainment.
When should it be implemented?
Ideally months before the event, although it is still viable if action is taken quickly.
Which technology is key?
CRM, OCR, automation and predictive analytics with artificial intelligence.
LMS Authority
At LMS we have over 27 years of experience implementing loyalty programs in Latin America, helping companies transform their business strategies into measurable results.
Call to Action
Do you want to design a loyalty strategy for the 2026 World Cup that actually generates ROI?
Schedule a meeting with our team and let’s build a program that turns this event into real growth for your brand.
