Seattle Sounders FC has launched a floating soccer pitch on Elliott Bay. The club's chief marketing officer, Ro Vega, designed the activation to provide a unique fan experience.

What happened?

The floating pitch is part of the Seattle Soccer Celebration, which includes ticketed sections and free public viewing screens.

Why it matters for Seattle Sounders FC

The activation is a response to the controversy surrounding FIFA's expensive World Cup tickets, with some secondary tickets selling for nearly $16,000.

What comes next?

The Sounders will play their biggest rivalry matches against Portland on July 12 and 16, with tickets priced at $20, undercutting FIFA's cheapest ticket price by more than 99%. The floating pitch was built in partnership with Lenovo, which does not require the club to hide any branding. Edward Jones and Starbucks also have a presence on the barge, hosting private client events and promoting their brand identity. The Sounders' commitment to affordable tickets is a direct response to the criticism around World Cup pricing. | Stat | Value | | --- | --- | | Cheapest FIFA World Cup ticket | $4,000+ | | Sounders vs Portland ticket price | $20 | The floating pitch nearly didn't happen, but Vega said the idea came from Sounders chief revenue officer Courtney Carter, who pitched it during the club's first conversations about how to show up authentically for the World Cup.