Big Moments, Bigger Impact: How Madden Clients Show Up for the World’s Biggest Sporting Events
February 10, 2026
When the world’s eyes are on sports’ biggest stages, destinations have a once-in-a-generation opportunity to do more than just host.
It’s an opportunity to define to the world who you are.
Major sporting events make moves, not just in viewership, but in economic impact. In the U.S. alone, sports tourism contributes more than $90B in economic activity annually, fueling hotels, restaurants, retail, and local businesses from coast to coast.
From the big game, to the FIFA World Cup, to the NFL Draft, we’re helping our clients show up with purpose, personality, and cultural relevance. Turning what could be fleeting moments into long-term brand equity.
Here’s how we’re activating a few destinations during some of the most-watched events of the year.
Santa Clara: Ready for Their Close-Up
Hosting the big game is never just about logistics. It’s about creating a moment that feels familiar even if it’s your first time — something that pulls you in, slows you down, and makes a place feel like home. And this year, Santa Clara is telling that story loud and clear.
In the lead-up to the big game, we’ve worked alongside the Discover Santa Clara team to position the city not just as a venue, but as a confident, welcoming, world-class host that knows how to show up for big moments every day (not just when a trophy is on the line).
That was on full display this weekend, as Levi’s® Stadium transformed into a global stage — not just for football, but for culture. From headline-grabbing moments like Bad Bunny bringing the casita to the stadium, to the energy rippling through the South Bay as fans poured in from around the world, Santa Clara wasn’t just hosting the big game. It was setting the scene.
Our work brings Santa Clara’s story to life at every touchpoint — from strategic positioning that defines its role within the greater Bay Area, to on-the-ground hotel activations that greet guests the moment they arrive. Across eight properties nearby Levi’s® Stadium and beyond, custom key cards, sleeves, door hangers, and lobby collateral transform everyday check-ins into subtle reminders that Santa Clara knows how to host.
We also built a major PR & media strategy with outreach that landed a standout travel feature in Vogue, spotlighting South Bay and Santa Clara as a destination worth exploring beyond the stadium walls.
The results were hard to ignore. A community-forward narrative rooted in hospitality, innovation and local pride. And a destination that feels calm, prepared, and genuinely excited to embrace the rest of the world.
Discover Puerto Rico: Culture Takes Center Stage
While many brands scramble for attention around the big game, last Sunday night proved that Discover Puerto Rico didn’t need to chase the spotlight — it became part of it.
Through an integrated strategy, Puerto Rico is positioned at the center of the conversation by activating music, food, storytelling, media, and consumer engagement at scale — all rooted in authentic cultural expression and pride.
Our work included hosting and managing a virtual event during the game, creating a space where Puerto Rico’s creative influence, cultural pride, and global impact shine — including the elevation of Bad Bunny’s performance as a moment of cultural pride, as well as entertainment.
For millions watching, the casita moment was a cultural signal, reinforcing Puerto Rico’s creative influence on one of the world’s biggest stages.
The Plena Game Report
The centerpiece of Puerto Rico’s campaign is The Plena Game Report — a fully bilingual livestream watch party on YouTube and Instagram that transforms football night into a celebration of Boricua culture. It’s designed to run before, during, and after the big game, blending:
- Live Plena music performances inspired by key game moments
- Cocktail segments and food inspirations Mixology moments led by Stephen Alonso of Identidad Cocktail Bar, the James Beard Award–winning Best New Bar of 2025, featuring Rums of Puerto Rico
- Hosted by Puerto Rican football player Isiah Pacheco, actor Amaury Nolasco, and analysts alongside Grammy-nominated group Plena Libre.
Earned Media & Amplification
Supporting the Plena Game Report was a robust amplification strategy designed to extend visibility across platforms and audiences:
- National media interviews featuring cultural spokespeople and athletes
- High-impact partner activations, including a premium kickoff experience in San Francisco showcasing music, food, and rum-forward moments
- Spotify desktop homepage takeover and iHeartRadio presence on the Monday after the game — when post-game engagement is high
- Broadcast segments spotlighting Puerto Rican coffee and music as part of the Monday-morning conversation around pop culture and sports
- A consumer sweepstakes tying the celebration back to real travel opportunities
Puerto Rico didn’t stop at screens — it brought culture into the streets with a consumer pop-up in New York City the day after the game. At Café Colmado, Puerto Rican coffee and traditional mallorcas turned a notoriously slow “resaca” Monday into a moment of cultural connection that invited locals to experience a piece of the Island’s vibrancy firsthand.
What’s Next: NFL Draft & FIFA World Cup
Looking ahead to April, we’re supporting Visit PITTSBURGH to build anticipation and excitement as the city prepares to host the NFL’s next bid event, the NFL Draft.
That momentum is already underway. This week, during on-the-ground media interviews tied to football’s biggest weekend, we secured a timely interview that helped put Pittsburgh firmly in the national conversation — months before draft day arrives.
And while cities like Pittsburgh gear up for draft day, the next global sports moment on the horizon is even bigger. The FIFA World Cup is coming to North America — and with it, an unprecedented opportunity for destinations to step into the international spotlight.
As the most-watched sporting event in the world, the World Cup brings more than matches. It brings global audiences, cultural exchange, and long-term tourism impact that extends well beyond the final whistle. For host cities, it’s a chance to tell their story to the world — not just as a venue, but as a destination.
FIFA World Cup Matches Across North America:
Matches will be played across a diverse mix of cities, each with its own moment to shine, including:
- Los Angeles, CA
- San Francisco Bay Area, CA
- Seattle, WA
- Dallas, TX
- Houston, TX
- Kansas City, MO
- Atlanta, GA
- Miami, FL
- Boston, MA
- Philadelphia, PA
- New York / New Jersey
- Toronto, ON
- Vancouver, BC
- Mexico City, MX
- Guadalajara, MX
- Monterrey, MX
Each host city has a once-in-a-generation opportunity to convert global attention into lasting brand recognition — through culture, storytelling and hospitality.
Turning Tentpole Events Into Lasting Impact
Big events in life come and go.
But memories last a lifetime.
We’ve also long believed that sports moments aren’t just big events — they’re platforms. Platforms for cultural relevance, economic impact, and brand building at scale.
Across Santa Clara, Puerto Rico, Pittsburgh, and every destination we partner with, our work proves that when destinations lead with authenticity, feeling, and culture, they’re owning the moment and extending the impact far beyond the final whistle.
