• by Teresa Buyikian , May 27, 2026

StubHub is helping fans celebrate the World Cup with an event series that celebrates a community hot spot where fans may gather to watch the games: the neighborhood barber shop.

Next month the live event ticket marketplace rolls out World Cup Cuts, a multi-city activation that turns neighborhood barbershops into official fan gathering spaces during the 2026 World Cup.

The global activations are “inspired by the barbershops, communities and match-day rituals that surround football culture beyond the stadium,” according to the brand. The event series kicks off in Los Angeles on June 10-11 at the Grey Matter barber shop, where fans can get complimentary athlete-inspired haircuts and grooming services by celebrity barbers Julius Caesar and Sofie StayGold.

“The new campaign centers on one belief: the World Cup belongs to fans everywhere,” said Raj Beri, chief business officer at StubHub, in a release. “From securing tickets and planning travel to the rituals and traditions that define football culture, StubHub is helping fans experience the tournament on their own terms, wherever and however they choose to take part.”

As part of StubHub’s World Cup effort, the brand has also partnered with Booking.com to give fans who buy tickets through StubHub up to 20% off accommodations. The brand has also installed flexible ticket buying options across all 39 World Cup match days.

After Los Angeles, the World Cup Cuts activation then moves to New York City’s Cafe Mello on June 23-24, where fans can get a new cut courtesy of barbers from the celebrated Denny Moe’s Superstar Barbershop in Harlem. More information on attending the World Cup Cuts events is found here.

StubHub brand ambassador soccer player Cristo Fernández will make appearances at World Cup Cuts events, which will also include interactive fan experiences and other soccer-themed activities.