2026 reflect the scale, ambition, and leadership that define our company.” The US’ largest brewing company is using digital engagement and what it calls“ unique brand experiences” to reach fans across the tournament’ s three host nations. In stadiums and fan zones, for example – where queues can have a negative effect on attendee experience – the company, like many others, is leaning heavily into contactless payments, mobile ordering and QR-based purchasing. The aim is simple: reduce friction, serve faster and keep fans focused on the match rather than the wait. This technology also unlocks something more valuable – real-time insight into how, when and where consumers are spending. fintechmagazine. com 73