The biggest moments in sports are expanding beyond the arena—spilling onto rooftops, into restaurants, and across every corner of the host city. Join hospitality and brand leaders as they rethink how global events like the FIFA World Cup and hometown team fandom are fueling a new era of immersive fan engagement that goes far beyond the match itself. From premium guest journeys to destination-driven partnerships and curated client experiences, they’ll unpack how brands and venues are joining forces to turn live moments into cultural magnets that drive fan culture, tourism, and loyalty. Because in the experience economy, the real opportunity isn’t just getting people to attend—it’s giving them something they can’t replicate anywhere else.