Club 90 turns Miami into a strategic meeting point during the 2026 World Cup

Experience Club US members will have access to one of the most sought-after hot spots in South Florida during the world’s most anticipated sporting event

An initiative led by Visa and BB Americas is set to transform Miami into one of the leading cultural and relationship hubs during the FIFA World Cup. Named World Cup Project – Club 90, the initiative introduces an exclusive, continuously operating lounge throughout the tournament, designed as a space for meetings, experiences, and connections around the largest cultural event on the planet.

From June 11 to July 19, covering the full duration of the World Cup, Club 90 will operate in the Ironside Miami district, bringing together guests, executives, business leaders, entrepreneurs, and brand representatives on a daily basis in a curated environment to watch matches, exchange ideas, and engage in an integrated cultural program.

More than a place to watch the games, Club 90 was conceived as a daily meeting point, featuring gastronomy, music, and curated activations designed for a multicultural audience deeply connected to global business flows. The project is expected to welcome 400 to 500 guests per day, maintaining controlled access, extended dwell time, and a high level of interaction quality over more than 30 days of continuous operation.

The World Cup as an urban and cultural phenomenon

The project is grounded in a strategic understanding of the World Cup as a global cultural phenomenon. Estimates indicate that more than 5 billion people worldwide follow the tournament in some form, making it the largest recurring moment of collective attention on the planet.

During this period, host cities and strategic destinations operate at a different urban rhythm. In Miami, this dynamic unfolds across several areas that concentrate events, informal gatherings, cultural activations, and intense international circulation. Neighborhoods such as Brickell, Downtown Miami, Miami Beach, Wynwood, the Design District, and the surroundings of Hard Rock Stadium are expected to emerge as key hot spots throughout the tournament, connecting sports, culture, business, and entertainment.

Access for Experience Club US members

Experience Club US members will have access to Club 90 throughout the World Cup, integrating the lounge into their relationship and networking experience during the tournament. The space will feature indoor and outdoor areas, multiple environments, and infrastructure designed for extended stays, reinforcing the concept of shared experiences and prolonged interaction.

The choice of Ironside Miami as the home of Club 90 further strengthens the project’s urban and cultural positioning. Located in a strategic area of the city, the district connects design, innovation, gastronomy, and creativity, with quick access to Brickell, Downtown, Miami Beach, Wynwood, and Miami International Airport.

More than a logistical decision, the location places Club 90 within Miami’s cultural flow during the World Cup, allowing it to function as a point of convergence for different territories, audiences, and agendas that overlap throughout the event.