Bringing the World Cup Atmosphere to Shopping Centres Through Music

Where Shopping Meets the Stands

Major sporting events have a remarkable ability to bring people together, and few capture the imagination quite like the football World Cup.

Throughout the 2026 tournament, OnBrand has helped shopping centres and stores share in the excitement with a specially created World Cup playlist. Designed entirely by our music team, the playlist brings together recognisable football anthems and upbeat international tracks to create a celebratory atmosphere for visitors.

As England progressed through the competition, interest in the playlist continued to grow. Many of our clients took the opportunity to introduce World Cup music into their centres, while others contacted us to make last-minute changes to their programming ahead of important England matches.

Responding to the moment

At OnBrand, we understand that music should reflect what is happening in the wider world. Whether it is Christmas, a major sporting tournament, a cultural celebration or a local event, relevant music helps a destination feel current and connected to its visitors.

Lakeside Shopping Centre in Thurrock has been playing the World Cup playlist for extended periods throughout July, helping to maintain the tournament atmosphere between matches. Guildhall Shopping Centre and Derbion are also among the destinations that requested last-minute playlist changes as England advanced through the competition.

Being able to respond to moments like these allows shopping centres to participate in the excitement – even when the football itself is being played elsewhere.

Familiar songs that bring people together

Unsurprisingly, the most popular track has been Baddiel, Skinner & The Lightning Seeds’ “Three Lions”, with its instantly recognisable “It’s coming home” refrain.

The playlist also includes international tournament favourites such as:

• Shakira – “Waka Waka (This Time for Africa)”
• K’naan – “Wavin’ Flag”

These songs are familiar, energetic and strongly associated with the shared experience of international football. Played alongside carefully selected upbeat music, they help create a positive atmosphere without overwhelming the everyday shopping experience.

Creating the right atmosphere for stores and visitors

Music within a shopping centre needs to work for several different audiences. It should support the overall destination atmosphere, remain appropriate for surrounding stores and add something enjoyable to the customer experience.

A well-balanced event playlist can introduce a sense of occasion while still working effectively as background music. Visitors hear songs they recognise, stores benefit from a lively but professionally managed environment, and the centre becomes part of the wider national conversation.

A positive and relevant atmosphere can also encourage visitors to relax, stay longer and engage more closely with their surroundings.

Music that keeps destinations current

The popularity of our World Cup playlist demonstrates the value of keeping destination music fresh and responsive.

OnBrand creates professionally managed music for shopping centres, retail destinations and individual stores. Alongside ongoing music programming, we can create bespoke playlists and seasonal or event-led collections that reflect a destination’s customers, brand and marketing calendar.

From major football tournaments to Christmas campaigns, summer events and local celebrations, the right music can help turn a visit into an experience.

England’s third-place finish brings an impressive World Cup campaign to a close. From the early group matches to the final weekend, the tournament created a wonderful sense of shared excitement. Our World Cup playlist helped destinations bring some of that atmosphere to their visitors.