2026 Global Soccer Partnership Playbook
When the World Comes
to Atlanta in 2026
Atlanta steps onto the global stage
Looking for a venue to host events, create brand activations, capture incredible content, or simply experience authentic Atlanta during soccer's summer 2026 global cup?
Look no further than one of the city's must-visit destinations:
The Varsity.
Why The Varsity?
We've been serving Atlanta since 1928.
- One of the city's most recognized landmarks
- Iconic Americana backdrop with skyline views
- Minutes from Mercedes-Benz Stadium, Centennial Olympic Park, and Downtown Atlanta
- A footprint built for large groups
- Bus parking + easy interstate access
- Legendary menu + limited-edition merchandise
- Part of Atlanta's host city legacy since the 1996 Summer Games
When visitors want a true Atlanta experience, they come here.
Partnership Opportunities
Brands Ready To Activate In Atlanta
IDEAL PARTNERS INCLUDE:
- Sportswear and lifestyle brands
- Technology, entertainment, and consumer product brands
- Automotive and transportation partners
- Travel, tourism, and hospitality groups
- Experiential marketing and event agencies
If you’re looking to activate around soccer’s biggest summer in Atlanta, The Varsity offers an iconic setting with built-in traffic, cultural relevance, and nearly a century of brand recognition.
You're Not Renting A Room. You're Stepping Into A Landmark.
This is where Atlanta gathers. Game days. Special events. Big moments.
WE OFFER:
- Full restaurant buyouts
- Private room experiences
- Parking deck takeovers
- Large-scale pop-ups
- VIP hospitality hosting
Bring your brand to life at one of the most recognizable landmarks in the South.
Let's Work Together
We collaborate with creators to capture an authentic Atlanta experience.
IDEAL PARTNERS INCLUDE:
- Food creators
- Lifestyle influencers
- Soccer personalities
- Fashion creators
- Travel influencers
- International fútbol storytellers
- And more
Local. National. Global.
If you're in Atlanta for soccer's biggest summer, let us help tell your story.
Moments Worth Sharing
We help you create more than posts.
WE OFFER:
- Co-branded giveaways
- Behind-the-scenes content
- "Welcome to Atlanta" experiences for out-of-state creators
- Curated tasting experiences
- Iconic backdrops
- Cross-promotion
Bring your perspective. We'll bring the culture.
Strategic Media Partners We're Built To Support
IDEAL PARTNERS INCLUDE:
- Sports networks without broadcast rights
- Digital sports outlets
- Podcasts + YouTube channels
- International correspondents
- Culture + lifestyle reporters
If you're covering Atlanta during soccer's biggest summer, this is a backdrop that does part of the storytelling for you.
Real Energy. Real Atlanta.
WE SUPPORT:
- Match recap shows
- Pre- and post-game panels
- On-location reporting
- Fan reaction interviews
- Man-on-the-street segments
- Culture + food crossover stories
BACKDROP OPTIONS:
- Exterior skyline + V sign
- Dining room crowd energy
- Iconic counter shots
Authentic. Recognizable. Atlanta.
We Make It Easy:
Built for Crowds. Ready for Yours.
- Dedicated staging zones
- Private event room capacity: 175 guests
- Expansive indoor + outdoor space
- Full indoor restaurant capacity: 1200 guests
- Ample parking + bus access
- Production vehicle parking available
We're used to big moments. We've had nearly a century of them.
Partner With Us
Key Dates
Matches at Mercedes-Benz Stadium
GROUP STAGE
Spain vs. Cape Verde
South Africa vs. Playoff Winner
Spain vs. Saudi Arabia
Morocco vs. Haiti
Uzbekistan vs. Playoff Winner
KNOCKOUT ROUNDS
Round of 32 (Match 80)
Round of 16 (Match 95)
Semifinal (Match 102)
Fan Festival at Centennial Olympic Park
Plan Soon. The world will be here before you know it.
Let's Create Something Memorable.
For all partnership inquiries, fill out the following form.
We'll Be In Touch!
Thank you for reaching out. Our team will review your submission and get back to you shortly.