How Decades of World Cup Experiences Helped Build the Foundation of SHG: 2014

Continued from How Decades of World Cup Experiences Helped Build the Foundation of SHG: 2010

The hype around the World Cup in Brazil, the home of Pele and Jogo Bonito, was real. Expectations were high for the host country and their fans.

When we landed in Sao Paolo, we got into a taxi and congratulated the driver on his team’s win in their opening match. He proceeded to tell us all the ways in which the team was flawed and how winning 2-0 wasn’t an accomplishment. For the Brazilians winning wasn’t the only goal, they had to play with attacking flair to impress. This expectation would come back to haunt Brazil in 2014 and beyond.

The 2014 World Cup was the first tournament where US soccer fans showed up in huge numbers outside our borders. As Joanna and I travelled around the country, organized events and attended games, Americans were a large presence with high expectations of the team to advance out of the group of death. The red, white and blue dominated the crowd in the USA vs. Ghana match. We were in the stadium when John Brooks scored the injury time winner against Ghana to set the stage for the team to advance to the knockout rounds.

Traveling through Sao Paolo, Rio, Recife and Natal, the beautiful game was celebrated with spontaneous pickup games breaking out on city streets, beaches and fields everywhere. The bars and restaurants were overflowing with fans, entire streets were closed for block parties, and FIFA Fan Fests dominated the beaches. Carnival, futbol style.

With the opening game of the 2026 World Cup kicking off in Mexico today, and the Canadian and US openers tomorrow, I’m excited to embark on my 5th in-person World Cup and to help our clients experience this incredible celebration of the world’s most popular game. Our SHG team will be on-site for gameday activations from the opening kickoff on US soil to the finals, from coast-to-coast executing pre-game hospitality events, former player and coach appearances, game tickets and suites, event creative and gifting, gameday transportation, hotel accommodations and more. I believe, let’s win the group and advance. All in on USA!