While millions of people follow the 2026 World Cup, there’s an interesting question brands should ask themselves:
What makes someone support a team for years, even in difficult times?
The answer isn’t just in the results. It’s in the emotional connection , the sense of belonging, and the experiences that are built over time.
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And that’s precisely where one of the most valuable lessons for any loyalty strategy lies.
National teams don’t build a fan base overnight.
The most successful teams in the world don’t just accumulate victories. They build identity.
The fans feel part of something bigger. They share values, celebrate victories, and remain present even when the results aren’t what they hoped for. They don’t support the team solely for the titles won, but for the connection they’ve developed over the years.
The strongest brands operate under the same logic.
Organizations that successfully cultivate loyalty understand that their relationship with customers goes far beyond a simple transaction. It’s about building consistent experiences that strengthen the bond with each interaction.
The mistake of focusing solely on sales
Many companies continue to evaluate their performance solely through indicators such as
- sales,
- average tickets
- or purchase frequency.
Although these metrics are important, they don’t always explain why some customers consistently return while others disappear after a single purchase.
The reality is that consumers have more choices than ever before. Competition is just a click away, and products are becoming increasingly similar to one another.
In this context, the difference isn’t always made by the price or the product. The difference is made by the experience.
Loyalty is built through experiences
Customers develop relationships when they perceive value beyond what they buy.
- Personalized experiences,
- relevant benefits,
- recognition,
- timely communication
- and rewards aligned with their interests
These are some of the elements that strengthen that relationship.
Loyalty doesn’t come from a single promotion or an occasional discount. It comes from a consistent experience that shows the customer the brand truly understands and values them.
That’s why the most successful loyalty programs don’t just offer points or rewards. They aim to create memorable experiences that maintain interest and engagement over the long term.
From buyers to ambassadors
The goal of a loyalty strategy should not be solely to increase sales.
Its true potential lies in turning customers into brand ambassadors.
When a person recommends a company, shares their positive experiences, and repeatedly chooses it over other options, the bond ceases to be transactional and becomes emotional.
And that is precisely where the greatest value is generated.
Brand ambassadors don’t just buy more. They also build trust, attract new customers, and organically strengthen the brand’s reputation.
The big lesson of the World Cup
The most successful national teams in the world understand that the fans are one of their most valuable assets.
| Without fans, there is no passion. | There is no community. | There is no identity. |
Brands face a similar reality.
Organizations that successfully build lasting relationships understand that loyalty isn’t earned in a single interaction. It’s built every day through relevant experiences, consistent recognition, and a value proposition that extends beyond the product or service itself.
Because in the end, customers can only buy once.
But the fans keep coming back.
At LMS we help organizations design loyalty, incentive and engagement strategies that strengthen relationships with customers, employees and sales channels to generate sustainable long-term results.
