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"The Rise of a Fan"

 

For the 2026 World Cup, Walmart wanted to be part of the party. But as a non-sponsor, we couldn’t play the same game as the big brands with official sponsorships and rights.

 

While other brands were reaching for the rising stars and biggest names on the pitch, we decided to do the opposite.

 

We found a player who, for the first time in his professional career, wouldn’t be at the World Cup. Instead, he was going to experience it like the rest of us: as a fan.

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Former Liverpool, Atlético de Madrid, and Barcelona striker, and one of the greatest strikers in the history of Uruguay’s national team: Luis Suárez.

 

And because this was his first time on the other side of the game, we signed him to prove that even the most rookie fan could pull off an incredible World Cup watch party—with Walmart making it easy.

 

Like any superstar signing, we announced him with a press conference. Then came a social teaser where he swapped his iconic No. 9 jersey for a No. 12—the number of the fans.

 

And finally, we followed his transformation from superstar to superfan in his very own documentary series, as he learned how to do what millions of us do every World Cup: become a fan.

Trailer Series

Suarez Trailer

Episode 1

Episode 2

Episode 3

Episode 4

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