The largest sports takeover in North American history. 5 weeks. 13 host cities. 3 countries. EA's rise arrives in the exact same moment — and they're not two stories. They're the same story. Coordinate the takeover with the rise. Make it one move.
The thesis ↓The console is where the game is played. The streets, the lobbies, the elevators of every host city for five summer weeks — that's where the game is felt. EA owns the IP. Wyndham + VI owns the in-between. One brand can own both.
Stadiums hold 80,000. The hotel hallway, the lobby, the elevator on the way to the game — that's where the other 3 million live for five weeks. It's the one screen the World Cup fan can't scroll away from.
VI's largest network launch ever — built on top of North America's largest existing elevator ad network. The Wyndham hotel layer goes live in Q2 2026. The brand on it at launch is the brand the network is associated with — the moment it goes to market, and forever.
Beyond the Wyndham hotel network — which blankets all 13 host cities — VI's broader digital screen footprint extends EA's presence across residential lobbies, office towers, and high-traffic real estate in 12 of the 13 host markets. Hotels for the fans flying in. Buildings for the fans who already live there.
Every elevator becomes a moment. Every lobby a touchpoint. Every checked-in fan a participant. Three activation layers — coordinated, multi-touch, designed for the EA brand to feel physically present in every host city.
North America is hosting the largest sporting event ever held on the continent — 5 weeks, 13 cities, 3 countries, hundreds of millions of eyes on every corner of the map. EA's new era is rising in the same window — with the appetite, the ambition, and the capital to match. These aren't two moments. They're one. The brand that coordinates them owns the cultural memory of 2026 — and sets the playbook for the chapter after.
The largest sports takeover in North American history is happening in 5 weeks. EA's rise is happening in the same 5 weeks. One brand can make them the same move. Full-city, full-network, full-funnel — across 13 host cities, every elevator, every lobby, every street. The sports moment of a generation, synchronized with the brand moment of an era. This is what showing up at scale looks like.
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