Liverpool announced the Copa Liverpool 2026, a tournament that combined traditional soccer and gaming within the context of the 2026 World Cup, transforming four of its stores into hubs for competition and community. Registration was open from 12th March to 29th March 2026, for amateur players and fans, aiming to create experiences that connected different generations around the sport. Featuring prizes, interactive activations, and fully equipped spaces, the initiative was part of the ‘Where Fandom Lives’ strategy, through which Liverpool sought to strengthen its connection with customers and position itself beyond retail as a destination for cultural and sports experiences.