Building the World Cup Buzz - Monmouth Magazine

Caroline Alvarado ’18 is helping to bring one of the world’s biggest sporting events to life—and, on home turf. The New Jersey native is currently a marketing and promotions manager for FIFA World Cup 2026, where she supports fan engagement and large-scale activations across the New York/New Jersey host market, building excitement for the games.

As a Hawk, Alvarado spent more than a year as a marketing assistant for Monmouth’s Department of Athletics and, after graduating with a degree in business administration (marketing), continued building her experience through roles with the New York Red Bulls and Major League Soccer, leading marketing and promotions efforts for major international tournaments including Copa América and the FIFA Club World Cup.

Today, she’s part of the team shaping how fans experience the World Cup before the first whistle even blows. She spoke with us about her path—and what it’s like to help bring the World Cup to life.

What first drew you to sports—and to soccer in particular—as both a fan and a career path?

I’ve always been drawn to the way sports unite people and reflect cultural identity. Soccer stood out to me because of its global reach and the unique role it plays in connecting communities worldwide.

You studied business administration with a concentration in marketing. When did you first realize marketing was the lane you wanted to pursue?

Marketing stood out to me as a versatile field that could open doors across many industries. My introductory courses at Monmouth helped solidify that it was the right path for my career.

You’ve built experience across the Red Bulls, Copa América, and MLS. Looking back, what were the biggest steps or turning points that helped you get where you are today?

Gaining hands-on experience early and consistently building within the sports industry were key turning points. Each role helped expand my network and prepared me for larger, global opportunities.

What does your role with FIFA World Cup 2026 look like day to day?

My day-to-day varies, ranging from developing ticketing campaigns to executing live events and managing influencer partnerships. The role requires balancing strategic planning with on-the-ground activation.

What goes into creating fan experiences that build excitement well before kickoff?

We focus on creating culturally relevant experiences by partnering with local influencers and hosting events in popular community spaces. The goal is to build excitement early through memorable, fan-first moments.

What makes the 2026 World Cup such a significant moment for soccer in the U.S.?

The 2026 tournament is historic, with an expanded 48-team format and a first-ever three-country hosting model. It represents a major opportunity to elevate soccer’s visibility and growth across North America.

How have your experiences in multicultural marketing and large-scale events shaped your approach to the World Cup?

These experiences have reinforced the importance of authenticity and cultural relevance when engaging diverse audiences. They’ve also taught me how to scale campaigns while still making them feel local and personal.

What part of working on FIFA World Cup 2026 has been the most exciting so far?

The most exciting part has been seeing fans genuinely connect with the experiences we create, especially within the global soccer community. It’s incredibly rewarding—and at times surreal—to contribute to moments that leave a lasting impact.

 What advice would you give Monmouth students or recent graduates who hope to break into sports marketing, event promotion, or the business side of sports?

Pursue opportunities early within the sports industry, whether with Monmouth athletics, your local sports club—for me, that was FC Monmouth—or similar roles, and keep building from there. Consistency, adaptability, and a demonstrated commitment to the industry’s fast-paced, nontraditional nature are critical to long-term success.