StubHub is bringing World Cup fever from the stadium to the barbershop.
The live event marketplace announced “World Cup Cuts,” a multi-city fan activation that will turn neighborhood barbershops into fútbol-focused gathering spaces during the 2026 FIFA World Cup. The campaign is designed to celebrate the match-day rituals, community energy, and global fan culture that surround the world’s biggest sporting event.
The activation will launch in Los Angeles at Grey Matter on June 10-11, before heading to New York City at Cafe Mello in Harlem on June 23-24, in partnership with Denny Moe’s. Both pop-ups will run from 10 a.m. to 7 p.m. local time.
Fans who stop by can expect complimentary athlete-inspired haircuts and grooming services, celebrity appearances, and interactive soccer-themed experiences. StubHub brand ambassador Cristo Fernández — the actor, filmmaker, and recently signed soccer player best known to many fans as Dani Rojas from Ted Lasso — will take part in the campaign. Celebrity barbers Julius Caesar and Sofie StayGold are slated for the Los Angeles stop, while barbers from Denny Moe’s will help bring the Harlem activation to life in New York.
“For fans around the world, the World Cup is about so much more than the matches themselves — it’s about the energy, the traditions and the communities that come together around the sport,” Fernández said in a press release. “I’m excited to be supporting StubHub in celebrating all of the moments and connections that make fútbol culture special.”
The campaign arrives as StubHub says the 2026 World Cup has already become the platform’s most global event ever, with fans from nearly every country in the world purchasing tickets through the marketplace.
StubHub is also leaning into flexibility for fans still mapping out their World Cup plans. The company said ticket buyers will have access to buying options across all 39 match days, backed by its FanProtect Guarantee. Fans who purchase tickets through StubHub can also unlock up to 20% off accommodations through Booking.com, helping reduce one of the biggest hurdles for traveling supporters.
“The new campaign centers on one belief: the World Cup belongs to fans everywhere,” said Raj Beri, Chief Business Officer at StubHub. “From securing tickets and planning travel to the rituals and traditions that define football culture, StubHub is helping fans experience the tournament on their own terms, wherever and however they choose to take part.”
Fans can learn more about World Cup Cuts or secure a spot at stubhub.com/worldcupcuts. Tickets for 2026 World Cup matches are available through StubHub.
