FIFA World Cup 2026
Multilingual CRM Activation at Scale
Client
FIFA World Cup 2026Role
CRM Activation ConsultantPlatform
AirshipDeliverables
Push Notifications • Email Campaigns • Dynamic EmailsLanguages
English • French • German • Portuguese • Spanish01. The Brief
FIFA World Cup 2026 required fan-facing CRM communications deployed across five languages and multiple global markets. The brief: build push notifications, standard email campaigns, and dynamic emails that could adapt by language and region — all within Airship — while maintaining a consistent, on-brand fan experience from kickoff to final whistle.
02. The Challenge
Executing CRM at this scale meant every asset had to work across five distinct linguistic markets — English, French, German, Portuguese, and Spanish. A single send error, a mistranslated dynamic block, or a broken personalization token at this level of visibility would be immediately felt by millions of fans worldwide.
Each communication type came with its own technical and editorial demands. Push notifications required punchy, character-limited copy that translated with impact. Standard emails needed clear hierarchy and localized content. Dynamic emails required precise conditional logic to serve the right language and market-specific content to the right fan — all configured and QA'd in Airship.
03. The Execution
Pillar A
Push Notifications
Crafted concise, high-impact push copy across 5 languages for match-day alerts, ticket reminders, and fan engagement moments. Every message optimized for mobile character limits without losing urgency or brand voice.
Pillar B
Email Campaigns
Built standard email sends covering pre-tournament announcements, match schedules, and post-event recaps. Structured for clarity and scannability across all five language markets.
Pillar C
Dynamic Emails
Developed conditional content logic in Airship to serve language- and region-specific content blocks within a single send. Ensuring each fan received a fully localized experience — not just a translated one.
Pillar D
Multilingual QA
Reviewed every asset across all five language variants for rendering accuracy, personalization token integrity, and brand consistency before deployment.
03.5. The Work
04. The Scope
Languages Activated
5English, French, German, Portuguese, Spanish
CRM Formats
3Push • Email • Dynamic
Tournament
2026FIFA World Cup
Platform
AirshipAll push notifications, email campaigns, and dynamic emails were built, localized, and deployed within Airship's CRM environment.