‘adidas Stadium Captain’ - Exclusive access to FIFA World Cup 26™

Every World Cup has its legends.
Some are players. Some are moments. And sometimes — a legend is an ordinary fan handed an extraordinary role.

This year, adidas is inviting two fans to be more than just a spectator. To walk where heroes walk. To feel the heartbeat of the stadium from its core. To become the adidas Stadium Captain.

This is not just a competition. It’s an invitation into the world’s biggest football stage - FIFA World Cup 26™.

So... What exactly is an ‘adidas Stadium Captain’?

Imagine standing at the side of the pitch — the fans' roar rising, the players gathering, the world watching.

Lights. Noise. Pressure. Magic. And you?

As an 'adidas Stadium Captain', you take on a very special responsibility:

⚽ You'll place the adidas Trionda Official Match Ball on the ball plinth right before kick-off.

But there is more..

🏟️ You’ll get exclusive pitch‑side and tunnel access, soak in the pre‑match atmosphere alongside football’s biggest stars.

And that's not all...

🎟️ Of course — you get a ticket to the match. But not just any kind of match ticket - a match ticket to the Skybox. It’s the kind of moment you’ll remember forever.

What else is included in the ‘adidas Stadium Captain’ experience?

If you are selected as an adidas Stadium Captain, you will receive a complete FIFA World Cup 26™ experience, including:

• Round-trip Flights
• Hotel accommodation
• adidas clothing bundle

Everything is set. All you need to bring… is yourself and enjoy this once‑in‑a‑lifetime experience.

Obligations as a winner

We don’t just want you to live the experience. We want you to share it with football fans across the world.

As the winner, you’ll:

• Participate fully in all filming and storytelling moments, creating a specific amount of pieces of content based on a fun and inspiring content brief, you’ll receive from Unisport and adidas
• Be accompanied by a Unisport host capturing your World Cup adventure
• Be followed by an adidas host, who will get support throughout the journey

This is more than documenting a trip. This is capturing what football feels like.

This might sound like a lot. But don't worry - you just focus on being yourself — we’ll help you bring the experience to life on camera.

Will you be traveling alone?

Yes and no. First of all, you will have to travel by yourself to the US. When you have arrived, you’ll have the adidas host and Unisport host supporting you every step of the way. They’re there to make the experience smooth, fun, and unforgettable.

This contest is created by adidas and activated by Unisport. Full details are found in the Official Rules below.

Which games can you be ‘adidas Stadium Captain' at?

adidas offers the spot to become a Stadium Captain for two different games - that means, two different winners will be selected (one for each match). The games are:

• Group F: Sweden vs Japan (June 26th) — Dallas, United States
• Round of 32: Group E winner vs Group A/B/C/D/F 3rd place (June 29th) — Boston, United States

Two matches. Two winners. Two unforgettable journeys.

Who can enter the ‘adidas Stadium Captain' competition?

To participate, you must fulfill these requirements:

• Minimum age: 18+
• Understand and speak English fluently
• Be a legal resident of a country within Europe
• Able to travel on your own to the United States of America (VISA/ESTA responsibility should be clarified) during week 26 and 27
• Have at least one public social media account (Instagram, TikTok, or YouTube)
• Agree to comply with the ‘Official Rules’ stated further below

How will the winners be found and contacted?

This competition is a skill-based contest, and not lottery or random prize draw. Winner is selected based on demonstrated content creation ability and suitability for the experience. Chance plays no role.

The winner will be found via a two-round selection process, explained here:

Round 1 — Sign Up

Submit your entry via this link at latest by 6th of May.

Our judging team from adidas and Unisport will select up to 10 participants for Round 2 - based on:

• Your creative energy
• Your on‑camera presence
• How well you fit the Stadium Captain experience
• Your football passion and alignment with adidas and Unisport’s values

If you’re chosen for Round 2, you’ll hear from us by email or phone.

Round 2 — Content Challenge

Round 2 is where you show your skills. You’ll compete in a fun content‑creation challenge, where you'll receive one (1) adidas World Cup shirt for free to help you in your content creation. Based on how well you do this challenge compared to the other contestants, this is where winners are decided.

The judging criteria is:

• On-camera presence (35%)
• Creativity and storytelling (35%)
• Relevance to football / World Cup experience (30%)

Last entry for Round 2 is 17th of May. The winners will be contacted via email or phone in Week 21.

Good to know

• The winner is chosen based on skill and content quality
• No purchase necessary
• Content must be politically neutral
• Winners must participate fully in filming and content creation

Official Rules

Organizer

The organizer of this contest is adidas Sverige AB (“Organizer”), activated through Unisport A/S (“Promoter”).

Nature of the Contest

This is a skill-based contest. Chance plays no role in determining the winner.

Participants are evaluated based on the creative and performance‑based criteria described in these Official Rules.

Eligibility

Participation is open to persons who, at the time of entry:

• Minimum age: 18+
• Understand and speak English fluently
• Be a legal resident of a country within Europe
• Able to travel on your own to the United States of America (VISA/ESTA responsibility should be clarified) during week 26 and week 27, 2026
• Have at least one public social media account (Instagram, TikTok, or YouTube)
• Agree to comply with the ‘Official Rules’ stated further below

Employees of the Organizer, Promoter, affiliated agencies, and their immediate family members are excluded.

Entry Period

The 1st stage of the contest begins on 24th of April, 09:00 CET and ends on 6th of May, 23:59 CET. Entries submitted outside this period will not be considered.

The 2nd stage of the contest begins on 7th of May, 09:00 CET and ends on 17th of May, 09:00 CET. Entries submitted outside this period will not be considered.

The final winners will be picked out in week 21.

How To Enter The Competition

Participants must complete the online entry form here and provide:

• Full name
• Age
• Email address
• Phone
• Social media handles (Instagram, TikTok, or YouTube)
• Approximate follower count (Instagram, TikTok, or YouTube)

No purchase is necessary to enter or win. Newsletter consent is required, due to GDPR laws and restrictions.

Selection Process

• Stage 1 – Sign up

A judging panel from the Organizer and Promoter will review all eligible entries and select up to 10 finalists based on:

• Demonstrated on‑camera presence
• Quality and creativity of existing content
• Relevance to football and the World Cup experience
• Overall suitability for representing the experience

Shortlisted finalists will be contacted via email or phone.

Newsletter consent is required, due to GDPR laws and restrictions.

• Stage 2 – Final Challenge

Each finalist will receive instructions and one (1) adidas football shirt to create and submit original video content demonstrating their skills.

Final judging criteria:

• On‑camera presence (35%)
• Creativity and storytelling (35%)
• Relevance to football / World Cup experience (30%)

The winners will be contacted via email or phone in Week 21, 2026.

Prize

Two winners will be selected — one for each available adidas Stadium Captain' experience.

Each winner will receive:

• The ‘adidas Stadium Captain’ experience (described above)
• One match ticket
• Flight ticket
• Hotel accommodation
• adidas clothing bundle

Prize is non‑transferable and cannot be exchanged for cash.

Travel Conditions

Winner is responsible for:

• Holding a valid passport
• Obtaining any required visas or travel authorizations
• Complying with all travel laws and regulations

Failure to meet travel requirements may result in forfeiture.

Content Restrictions

Submitted content must be politically neutral and must not:

• Promote or oppose political parties, candidates, governments, or public policy
• Reference geopolitical conflicts or political ideologies
• Contain political slogans or advocacy

General football culture and national sporting pride are permitted.

Content Creation Obligations

As a condition of winning:

1. The winner must create a specific amount of content pieces (exact number and format will be defined in the provided content brief).
2. Participation in filming and documentation is mandatory.
   1. The winner will be accompanied by an adidas host and a Unisport host throughout the experience.
   2. The Unisport host will film the trip, behind‑the‑scenes moments, and the Stadium Captain duties.
3. The winner must follow the content guidelines and creative direction provided by adidas and Unisport.

Failure to participate in filming or content creation may result in disqualification and prize withdrawal.

Content Usage Rights

By entering, participants grant the Organizer and Promoter a non‑exclusive, royalty‑free, worldwide license to use all submitted or captured content (including footage recorded by the Unisport host) for marketing and promotional purposes in any media, without additional compensation.

This includes:

• Pre‑submission content
• Content created for the competition
• Content recorded during the Stadium Captain experience

Data Protection

Personal data will be processed according to GDPR and the Promoter's Privacy Policy.

Data will be used solely to administer the contest unless separate consent is given for marketing.

Filming data captured by the Unisport host is included under content usage rights.

Disqualification

The Organizer and Promoter reserve the right to disqualify participants who:

• Violate these Official Rules
• Provide false or misleading information
• Submit unlawful, offensive, or non‑compliant content
• Refuse mandatory filming or content creation obligations
• Engage in conduct harmful to the Organizer or Promoter’s brand

Liability

The Organizer and Promoter are not responsible for lost entries, technical failures, or events outside their control. Mandatory consumer rights under EU law remain unaffected.

Governing Law

These Official Rules are governed by the laws of Denmark. All disputes are subject to the exclusive jurisdiction of the courts of that country.