Hotel MUNDIAL

Client: Footballco & MUNDIAL

MUNDIAL is about reminding fans why they love football. As Euro 2024 approached we wanted to take this mission off the pages of the magazine and digital channels and give fans a culture-rich experience in a physical space. Hotel MUNDIAL was about throwing shapes, not pints and everyone was welcome.

The goal was to reinforce the MUNDIAL brand in the eyes of fans, create wider awareness and build a space where brands become a natural part of the experience. The five-day event was more than a series of watch parties. It was an event enjoyed by more than 4,300 fans with every element chosen to appeal to the culture-curious football fan. Brands played a role, with experience-led activations inside the industrial Hoxton Docks venue. Xbox created a gaming lounge, Marriot Bonvoy owned the reception area and hosted a football travel panel, Reebok and Schuh created a mini-pub showcasing football fashion, and AB InBev was the drinks partner. Match screenings were packed, whether it was England and Scotland or Albania and Portugal. Nearly 10,000 cans of larger were drunk and zero pints were thrown. Away from the games, Hotel MUNDIAL hosted workshops with Football Beyond Borders, podcasts from Ellis James and SpotsPro and an industry co-working day. A 5-a-side tournament was hosted on top of a nearby rooftop with Dutch fashion house Daily Paper, with a panel featuring artist Corbin Shaw, grassroots hero Shameek Farrell, coach Iqra Ismail, and Crystal Palace creative director Kenny Annan-Jonathan on a panel afterwards.