We made Boston Scotland’s World Cup home, and the impact will reverberate for years.
One of the greatest storylines of the 2026 World Cup is the Scotland-Boston love affair, and Anthem is proud to have produced Scotland House, the Scotland National Football Team’s only official fan headquarters. In partnership with the Scottish Football Association and with support from M&S Foods, Anthem transformed The Anchor at the Boston Navy Yard into the Tartan Army’s home away from home, and the interactions between the Scots and their Boston hosts quickly became a global sensation.
The international attention has been an immediate catalyst for significant cultural exchange, widespread and continuing media coverage, and measurable economic impact for the city of Boston. To say that Scotland House is an extraordinary success barely captures the viral phenomenon that has captivated audiences. We’ve demonstrated how proficient Anthem is at event production, venue operation, media curation, tourism engagement and global-scale projects.
More than 20 live television segments were shot on location at Scotland House during the World Cup’s first rounds of group play. We welcomed UK outlets like ITV’s Good Morning Britain, talkSPORT and the BBC, as well as U.S. based media including The Boston Globe, all major television networks with additional coverage on ESPN, and global broadcasts by FOX Sports and Telemundo. On social-media platforms, millions have viewed and engaged with videos captured at Scotland House and citywide.
The environment was electric for the World Cup’s highest-profile fan base, Scotland National Football Team players’ families and everyone who visited. This basecamp for the Scottish Football Association was more than a gathering place. It was a multiday cultural celebration, hosted by Premier League presenter Natalie Pike and featuring famed Scottish and American musicians, acclaimed international DJs, match-watch parties, and special appearances by Scotland football greats. The multifaceted entertainment also included a full-pitch and skills competition, sports activities and a range of food and beverage (including beer that never ran
out).
Scotland fans charmed the entire country, and Scotland House was the centerpiece. It augmented what was already projected to be immense economic impact, created even stronger tourism value and became a sensational experience that Scottish tourists will remember all their lives.
Together with the Scottish Football Association, Anthem embraced the passion, graciousness and fun-loving nature of the Tartan Army while simultaneously showcasing all that Boston has to offer as a Tier 1 city and global tourism destination. Visiting fans were always going to fill hotel rooms, restaurants and rideshares this summer. What Scotland House did was amplify the story and forge a meaningful and lasting bond. Anthem’s work led to extended stays and deepened engagement with the city, and it’s given Boston tourism global visibility during the highest-profile month of the year, with continued cultural exchange now a given between the city and its new Scottish friends.
Anthem’s production team delivered in front of a worldwide audience, curating an activation that was built to hold up under the highest of expectations. We welcomed thousands of guests daily, coordinated all facets of execution, liaised with sponsors and media placements, worked with city officials and security, managed entertainment and vendor relationships and deployed more than 100 talented individuals to assure non-stop fun.
We’re grateful to the Scottish Football Association and M&S Food for trusting us with an activation of this scale and significance, and we’re proud of this win for our team.
ADDITIONAL PHOTOS
