Tournament Highlights
Our World Cup tournament programmes continue to drive the strongest interest from partners.
NOX has shaped tournament experiences since World Cup Russia 2018, designing culturally rooted, premium environments across multiple host nations and fan hubs
Intelligence-led
Commercially Strong
Atmosphere-first
We identify tournament narratives 6–12 months in advance, reading cultural momentum before it peaks.
We craft premium environments built for emotion, energy and repeat attendance.
We deliver high-ticket experiences with strong occupancy and meaningful revenue.
Below is a curated slice of the work we shaped and delivered during Qatar 2022; a high-level glimpse into how we think, plan and execute at major tournaments.
Argentina's Knockout Wave
WORLD CUP QATAR 2022
A multi-city surge shaped by Argentina’s emotional knockout journey.
85–90% capacity · mid-premium spend · one-in-three returners
We anticipated that Messi’s 'final World Cup' would create a fierce emotional arc. After Argentina’s early setback, our intelligence team read a clear shift from expectation to collective defiance - a moment we’d prepared for with pre-secured premium spaces in Paris and Barcelona, ready for a multiday run
Insight
We activated a 12-day, design-led series in both cities, shaped for atmosphere, ritual and repeat attendance. Each venue blended Latin and Mediterranean diaspora energy with premium hospitality, creating a consistent match-to-match cultural identity.
Experience
Impact
Both locations ran at 85–90% capacity with strong high-tier premium spend. Repeat attendate sat at ~30%, turning the spaces into small but powerful cultural hubs throughout the knockout stages, and giving partners a reliable, commercially balanced platform as momentum built.
Key cities activated: London | Manchester | Paris | Barcelona | Berlin | Munich | Cassablanca
The Moroccan Rise
A dual-city wave capturing the pride and momentum of Morocco’s historic run.
90%+ capacity · strong table demand · balanced local/diaspora mix
Morocco’s early performances carried a kind of confidence that felt different - sharper, more collective, and quickly echoed by fans across North Africa and Europe. Our strategists picked up this shift before it became a global headline, giving us a clear signal to ready two culturally aligned locations for a potential extended run.
Insight
In Casablanca, the atmosphere leaned intimate and heritage-led - music, groups, local rituals. Paris' elevated rooftop experience drew diaspora communities and cross-city guests. Across both cities, momentum built day by day, creating a multi-day run with consistently high occupancy and strong table demand.
Experience
Impact
Both locations ran at 85–90% capacity with strong high-tier premium spend. Repeat attendate sat at ~30%, turning the spaces into small but powerful cultural hubs throughout the knockout stages, and giving partners a reliable, commercially balanced platform as momentum built.
Germany's Reset Rooms
A reflective, design-led format for fans navigating Germany’s tense tournament arc.
75–90% capacity · strong advance bookings · steady premium F&B
Germany arrived at the tournament with a renewed sense of identity - a mix of heritage pride, cautious optimism, and expectation. Early on we saw an opportunity to harness that energy ahead of their opening match, creating premium pre-tournament environments that celebrated the nation’s footballing culture.
Insight
We delivered a multi-day, pre-tournament series in Berlin and Munich, each with a distinct tone: Berlin drew on heritage and tradition; Munich leaned toward modern, design-led hospitality. Both spaces blended classic German football iconography with elevated service, forming a calm, confident build-up to Matchday One.
Experience
Impact
The series generated a stable rhythm in the days leading up to Germany’s opener, with guests staying well beyond programmed hours and advance demand strengthening each day. It offered partners a premium platform during a moment fans felt most optimistic
The England Wave
A three-city programme reflecting England’s new generation and rising fan culture
85–95% capacity · premium group bookings · high all-day spend
Morocco’s early performances carried a kind of confidence that felt different - sharper, more collective, and quickly echoed by fans across North Africa and Europe. Our strategists picked up this shift before it became a global headline, giving us a clear signal to ready two culturally aligned locations for a potential extended run.
Insight
Manchester leaned intimate and footballer-adjacent, Birmingham carried a louder, culture-first energy, and London offered a more refined, city view-led setting. Across all three, the series formed a 22 day experience, blending heritage, music, VIPs and premium hospitality into an all-day experience that set the tone for England’s campaign.
Experience
Impact
The run delivered steady demand across all cities, driven largely by pre-booked groups and premium reservations. Each space became a reliable hub of excitement and social energy, giving partners a strong platform during the period when fan optimism - and appetite for elevated experiences - was at its peak.
Planning for a major tournament?
We’re constantly shaping new tournament experiences.
If you’d like to see our work on smaller scale tournaments or private VIP experiences, reach out to receive relevant case studies and projects.