World Cup 26 | NYNJ Fan Village Projection

When it comes to sports, it doesn't get much bigger than the World Cup. And with the tournament back in the U.S. for the first time in more than three decades, creating a larger-than-life fan experience called for something equally monumental. SAM worked closely with Quince Imaging to create original sound design for one of America's tallest projection mapping installations – a 52,000 sq. ft. projection at the NYNJ World Cup 26 & Telemundo Fan Village at Rockefeller Center.
At the heart of the World Cup is unity – bringing people and cultures together around a shared love of the game. It’s that spirit which inspired the 30 Rock projection experience, transforming Rockefeller Center into an immersive extension of the tournament’s purpose.
The architecture of 30 Rock was integral to that experience. Its towering facade and visibility throughout the plaza created a natural focal point, allowing the projection to become a larger-than-life extension of the matches and to serve as an unmistakable beacon of the fan zone. Architecture, motion graphics, and audio worked together to amplify what was happening on the many jumbo screens showing the games. Countdown sequences and goal celebrations hyped the crowd and amplified the drama, making each match a more immersive, shared experience.
Nine unique projection experiences featured detailed sound design, music editing, and final audio mixing to ensure audiences felt the experience as much as they saw it. Familiar elements – including the World Cup 2026 sonic identity and Telemundo announcer Andrés Cantor's unmistakable "Goooooool" call – connected the spectacle to the culture and emotion of the game, creating moments that could resonate across languages and backgrounds. Collectively, it created an immense and unifying experience unlike any other.
From the quarterfinals through the World Cup 2026 Final, the fan village brought together thousands of visitors and inspired widespread media coverage and social buzz. By turning one of New York's most recognizable landmarks into a canvas for a collective experience, the project brought fans closer to the game – and closer to one another – creating a World Cup celebration that could be seen, heard, and felt throughout the Big Apple.