5-hour ENERGY: YOUR ROAD TO THE BEAUTIFUL GAME

The World Cup is coming to the U.S. in 2026, and fans will do anything to support their national team. Many are already planning road trips around the country to watch multiple matches. We’ll position 5-hour ENERGY as the ultimate shot to fuel a once-in-a-generation road trip for the World Cup.

PLANNING THE JOURNEY

LTO SHOTS

We’ll start by creating 5 LTO shots specific to the World Cup. QR codes on each shot link to 5-hour ENERGY’S tournament microsite.

5HE MAPS

We’ll capitalize on multiple tournament stadiums being located along the same major interstates that closely resemble the 5HE brand name. The I-5 along the west coast and the I-95 tracing the eastern seaboard will be “adopted” and renamed for the duration of the 2026 World Cup.

INFLUENCERS

We’ll partner with impactful soccer influencers to hype the I-5HE highway network and our new tournament 5-hour ENERGY flavors.

ON THE ROAD

SPOTIFY + PODCASTERS

Once fans hit the road, we’re going to keep them energized by working with lifestyle and sports pods, which are ideal listening pleasures during longer drives.

A 5-hour ENERGY Spotify account will house 5-hour long playlists:

ROAD CHALLENGES

Fans can win free tickets, memorabilia, VIP experiences, and gas cards by using the #5HrToTheGame hashtag on social media while documenting their road trip.

POP UP FUELING STATIONS

We’ll partner with Pilot Company to take over travel stations along our I-5HE network. Locations will be placed ~5 hours apart and serve as refueling hubs for journeying fans.