Alaska Seafood Tastings a Big Win During World Cup Matches in Brazil

The Alaska Seafood Marketing Institute (ASMI) scored a big win during the World Cup soccer festivities.

ASMI carried out the World Cup Activation at Arena Globo, located in Parque Ibirapuera, São Paulo, during the FIFA World Cup 2026. The activation combined Alaska seafood tastings with promotional activities during Brazil’s matches, creating direct engagement opportunities with consumers in one of the country’s highest-profile sporting events.

The activation featured tastings of Alaska cod and Genuine Alaska Pollock (KiFish), supported by trained promoters, trials materials, and the participation of Nanook, Alaska Seafood’s promotional character. The campaign reached an estimated audience of more than 100,000 visitors at Arena Globo and received spontaneous media exposure through appearances on TV Globo, SporTV, and Globo Esporte.

Overall, the activation demonstrated the effectiveness of combining experiential marketing with major public events to promote Alaska seafood. By connecting product sampling, consumer education, brand visibility, and media exposure in a highly engaging environment, the initiative strengthened Alaska Seafood’s presence in Brazil and supported ASMI’s long-term market development objectives.