In the lead-up to FIFA World Cup 2026, Lenovo wanted to offer World Cup Final tickets to channel partners as the grand prize in an incentive scheme. But they needed ideas on the program’s storytelling and merch. They wanted to generate excitement.

Here are two concepts that include the messaging, event recommendations and ideas on goodies. We opted for two creative territories: luxury/VIP and pure football where we create a Lenovo football team: the Lenovo Eleven.