World Cup VIP suites turned into a celebrity brand derby
Rolling Stone reported a rush of stars, sponsors and party pop-ups around the 2026 World Cup as Spain lifted the trophy in New Jersey.
By Georgia Hale · Staff Writer
3 min read
Spain’s 1-0 extra-time win over Argentina was the main event at the 2026 FIFA World Cup final, but Rolling Stone reported that the celebrity traffic around the tournament was nearly its own sport.
The tournament, staged across Canada, Mexico and the United States, ended July 19 after weeks of brand suites, waterfront parties and stadium sightings. Katy Perry performed at the opening ceremony, while Burna Boy later joined Shakira during the final halftime show, according to the magazine.
Tequila Don Julio packed the final
At MetLife Stadium in East Rutherford, New Jersey, branded during the tournament as New York New Jersey Stadium, Tequila Don Julio hosted a 1942 suite for the final. Rolling Stone reported that Jessica Alba, Druski, Teyana Taylor, Winnie Harlow, Jack Hughes and Shai Gilgeous-Alexander were among the guests watching Spain take the trophy.
The tequila brand also ran a week-long Hudson River setup called “Port of Champions,” with guests hosted on a 200-foot yacht on Manhattan’s West Side. The program included watch parties, tastings and performances by Nas, Coco Jones and Burna Boy, according to Rolling Stone.
Julian Garcia, vice president of Tequila Don Julio at Diageo North America, told Rolling Stone that the World Cup’s impact reaches beyond matches and said the New York and New Jersey finale gave the brand a chance to build an experience around the week leading into the final.
Don Julio, listed as an Official FIFA World Cup 2026 Supporter, also brought guests to Miami for England’s quarterfinal against Norway. Rolling Stone reported that Norwegian striker Erling Haaland was later seen at E11EVEN with teammates after Norway’s loss, with Don Julio 1942 at his booth.
SoFi’s Los Angeles suite drew actors and musicians
In Los Angeles, SoFi hosted celebrities at the U.S. men’s national team opener on June 12 at Inglewood’s SoFi Stadium, renamed Los Angeles Stadium under FIFA’s clean-stadium rules. Rolling Stone reported that Sterling K. Brown, Chloe Bailey, Dylan Efron, Brianne Howey and Jay Ellis watched from the company’s VIP suite as the U.S. beat Paraguay 4-1.
The pregame show featured Katy Perry, Lisa, Rema, Anitta and Future, according to Rolling Stone. Brown was seen changing into a USA Nike jersey, while Bailey wore a red-and-white fringe top.
SoFi later hosted Simu Liu for the U.S. team’s final group-stage match, with Chace Crawford, Nick Lachey and other guests also present, Rolling Stone reported. The magazine said Gabrielle Union, Dwyane Wade and Ty Burrell were in the next suite, while Will Ferrell and Leonardo DiCaprio appeared on the stadium video board.
Drinks and merch chased the soccer crowd
Rolling Stone reported that Yerba Madre used the World Cup to promote canned yerba mate, a caffeinated drink with a strong following in South America. The magazine noted that Lionel Messi has often been seen off the field with a mate gourd.
NUTRL, described by Rolling Stone as the official hard seltzer sponsor of the tournament, hosted journalists at France’s match against Senegal at MetLife Stadium during a Northeast heatwave. Issa Rae was among the crowd, and Kylian Mbappé scored two of France’s three goals in the win, according to the report.
Guinness also tied itself to soccer culture with a New York City pre-World Cup event at Buddy’s NYC, created with Art of Football. Rolling Stone reported that the party featured the Premier League Trophy and a capsule collection including jerseys, polo shirts and tees.
The tournament also brought retail collaborations from brands including Pacsun and Urban Outfitters, according to Rolling Stone, as companies raced to turn North America’s first three-country World Cup into a cultural sales floor.
This story draws on original reporting from Rolling Stone.