England were eliminated from the 2026 World Cup, and Uber was already waiting for that moment with a giant truck handing out tissues. Yes, real tissues, for fans’ tears.
The activation, created by agency Mother, is part of the “Sorry for Your (Team’s) Loss” campaign, which traveled through nine host cities and two Fan Fests in the United States, Mexico, and Canada. But it is not just a symbolic gesture: within the app, those who chose their team before the knockout stage automatically receive 30% off (up to 7 dollars) their next ride once that team is knocked out of the tournament.
In New York and New Jersey, they even set up a ten-by-ten-meter “Consolation Corner”, ready to welcome English fans who traveled all the way to the United States with their hopes intact. The offer is limited to one use per person, and you have to choose the team before it is eliminated in order to claim it.