The energy at Levi’s Stadium in Santa Clara (rebranded San Francisco Bay Area Stadium for the duration of the six matches that would be played in the 75,000-seat venue) was electric on June 25. A sea of yellow “Socceroos” rooting for Australia and red and white striped Paraguay fans faced off in the venue that regularly hosts the NFL San Francisco 49ers and mega-acts such as Bruno Mars and Ed Sheeran.
At its peak, 68,827 people filled the stands. Although no actual goals were scored during the 90-minute-plus match, there was plenty to cheer about. Here is a look at what brought people together as witnessed from the Visit San Jose suite on a lively Thursday evening.
Pomp and Happenstance
A global finale that brings the world together in sport on a massive scale like FIFA incorporates a lot of ceremony. From the procession of players and referees walking onto the pitch with youth escorts and stately unfurling of the two competitors’ flags on the field to the handshakes and coin toss to determine starting sides, the reverence sets the tone for the kickoff.
Another seeming ritual was the falling or “flopping” of players after contact, which often drew dramatic moans from the stands before players jumped back up and ball movement resumed.
High Production Values
FIFA World Cup is a major production with an emphasis on storytelling. The reality is that many fans are recent converts to the sport or don’t know all the teams. That made the video introductions of the players and some of their backstory an important part of humanizing the shapes running back and forth on the field far below.
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Public service announcements about putting an end to racism and unifying the world with the players as spokespeople added to the impression of the match as more than sport.
At the same time, controversial three-minute hydration breaks introduced ad slots that were filled with celebrity soccer players who needed no introduction. David Beckham was a recurring presence on the big screen where he explained how to “build it like Beckham” at The Home Depot, made Verizon seem cool and mugged with star Matt Damon for Stella Artois.
One of the most glorious sights was the audience belting out national anthems with arms flung around each other. But the same enthusiasm was shown for Men at Work’s classic “Down Under” as the Aussies brandished blow-up kangaroos and chanted “Aussie, Aussie, Aussie!” With the reply of “Oi, Oi, Oi!”
Read More: Notes from the Road: Melbourne, Australia
Watch Parties
Both on the grounds of San Francisco Bay Area Stadium and in neighborhoods around the Bay, Fan Zones multiplied the excitement. In San Jose, San Pedro Square Market boasted a 27-foot screen, a World Cup Merch shop, family-friendly activations and plenty of F&B.
While those watching on television from around the world likely saw images of the Golden Gate Bridge an hour away from the on-field action, those in the suite understood the nuances different Bay Area cities and neighborhoods offered.
Naida Vikalo, chief operating officer with WeAreDevelopers, a Berlin-based conference for developers, AI builders and tech leaders has spent the last year scouting locations for the first U.S. iteration of the signature gathering and decided to bring more than 10,000 people to San Jose McEnery Convention Center in downtown San Jose in September because it felt like a good fit for her community.
With 520,000 sq. ft. of space, an in-house chef-led catering team and the ability to activate Plaza de Cesar Chavez Park for meals and receptions, San Jose offers a campus-like experience. Some 2,200 guest rooms are within a half mile and 8,000 citywide.
I stayed at Signia by Hilton San Jose (the former Fairmont San Jose), where the Paraguay team and their sizable security detail was headquartered and the 541 guest rooms were effectively sold out but some other vacancies were available in the city the night of the big match.
