Imagine getting to play football in locations never before possible, from coastal shorelines to alpine settings. In a first-of-its-kind activation, Destination BC, working with Zulu Alpha Kilo (Z.A.K.), has launched the Super, Natural British Columbia Home Pitch: A Football Experience. Taking place from June 11 through July 19 at FIFA Fan Festival™ Vancouver, the immersive experience inspires fans participating in 2026 World Cup festivities to further explore all the wonders British Columbia has to offer.
Working with production company Wildfire Experiential + Events, who collaborated with Unit 9 Productions, Home Pitch surrounds an ordinary soccer pitch with a custom 12,000-square-foot multi-sensory experience, combining 360º LED screen visuals with spatial soundscapes. With a changing, unique playing pitch that draws imagery from iconic routes and places within the province, Home Pitch blends sport, story, and place into a living environment for fans to play within.
Bold visuals draw fans toward Home Pitch from across the FIFA Fan Festival™ with an invitation to experience football like never before. After a Host First Nations welcome video from Musqueam, Squamish, and Tsleil-Waututh Nations, fans are immersed with sound, light, and atmosphere that place them in six different beautiful landscapes spanning mountain peaks, coastal horizons, and ancient forests. The immersive experience surrounds a fully playable indoor pitch for fans to play with their friends, participate in skills clinics, and watch Indigenous performances.
“British Columbia is home to some of the most diverse natural landscapes on earth. Yet when travelers picture the province, their vision narrows to a few select places,” said Maya Lange, Vice President of Global Marketing, Destination BC. “The arrival of FIFA World Cup 26™ in Vancouver as a host city, gave us a unique opportunity to raise awareness for the rest of British Columbia’s incredible landscapes and culture, and marry the beautiful game with the beauty of our nature.”
With Brand Ambassadors available to provide guidance and information, and an on-site Clubhouse further highlighting environments throughout British Columbia, Home Pitch converts tournament energy into broad travel interest. Running through July 19, the activation has already welcomed nearly 40,000 visitors as of July 5—with more than 10,000 visitors on opening weekend alone—inspiring exploration beyond Vancouver both during and after their visit.
“We’re incredibly excited by this activation, and the deep thoughtfulness that went into creating it,” said Tim Gordon, Chief Creative Officer, Zulu Alpha Kilo. “Home Pitch is the result of bi-coastal collaboration between all three of Z.A.K.’s offices in Vancouver, Toronto, and New York to create a truly one-of-a-kind immersive experience that not only feels authentic to an incredibly diverse province, but harnesses the energy of the World Cup and delivers a truly thrilling and creative experience for visiting fans.”
