Navigating World Cup stadiums is going to be a logistical nightmare. Here’s how Uber wants to help

Only weeks after announcing a slew of new offerings at its annual Go-Get event in New York, Uber Technologies is throwing more onto the pile ahead of the 2026 FIFA World Cup. On Friday, the company announced a new suite of features that are designed to help those traveling to World Cup matches—including Uber Shuttle services at four World Cup venues in the United States and a Travel Pass allowing users to secure savings on rides and Eats orders. But perhaps the neatest addition is enhanced “smart wayfinding,” which is a boost to in-app directions within certain buildings, like airports and stadiums. So for visitors unfamiliar with a certain stadium, they can use the Uber app to get on-the-ground directions from, for instance, their seats to Uber pickup zones. The feature’s availability varies in host city airports in the U.S., Canada, and Mexico, and will work in host stadiums in San Francisco, Seattle, Vancouver, Toronto, Los Angeles, and Atlanta. It’s a feature that Uber announced years ago, but in-venue maps and directions may be more useful than ever with the World Cup coming to North America next month. Mapping the world from inside out Other companies are also working on mapping the indoors of large, public buildings (MappedIn, for example), as it seems that there may be growing demand for wayfinding features. Uber is even giving “defeated discounts.” This means that if a user’s favorite team is eliminated from the tournament, they’ll receive a 30 discount on their next ride up to 7 in the U.S. and Canada. “With millions of soccer fans traveling this summer, people will be navigating new places, making plans, and coming together to enjoy the matches,” said Amit Fulay, Uber’s VP of product, in a statement provided to Fast Company. “Our goal is for Uber to make that experience simple . . . [so fans] can focus less on logistics and more on the excitement that makes soccer so special.”