Uber rolls out a tissue truck for England’s World Cup exit

Uber has sent a branded tissue truck out to console England fans following their exit from the 2026 FIFA World Cup, part of a wider “Sorry for Your (Team’s) Loss” activation running across the tournament in the US, Mexico and Canada.

The mobile stunt, billed by organisers as “part billboard, part street spectacle,” has toured nine host cities and two FIFA Fan Festivals, with brand ambassadors dispensing tissues to supporters whose teams have been knocked out.

England’s elimination hands the truck a fresh, and highly vocal, audience in a summer that’s already seen brands lean into Three Lions optimism, including Marmite’s limited-edition England rebrand.

The truck campaign, by Mother, extends ‘Defeat Deals’, an in-app promotion where fans pick their team via Uber’s “Choose Your Team” feature and automatically get 30% off (up to $7) a ride once that team is out, with copy urging riders to “leave the packed bars, game-day crowds, and heartbreak behind.”

The offer is capped at one redemption per user, and teams must be locked in before elimination to qualify.

In New York and New Jersey, Uber built a 10-by-10 “Consolation Corner” pairing the giveaway with promo codes, timed to catch England’s travelling support during the tournament’s US leg. The truck and a related “Wait & Sip” activation were produced with CNC Agency.