Launched on Brazil’s World Cup group draw day, Rock in Rio’s new campaign brings together the country’s two greatest passions in one emotional film.
The timing was deliberate. Rock in Rio chose the exact day Brazil learned its World Cup opponents to release a campaign celebrating the two forces that unite the country like nothing else: soccer and live music. A TV film — with extensions across the festival’s social media channels — weaves both worlds together in a way that feels less like advertising and more like a national toast to what lies ahead.
Life is better live
The campaign is rooted in a conviction that runs deep in Rock in Rio’s identity: the best moments in life happen in person. Stadium chants and sing-alongs on the Cidade do Rock stage share the same emotional DNA — the kind of collective experience that stops time and makes memories that last decades. With both soccer and Rock in Rio converging in 2026, Brazil is looking at a year unlike any other.
We believe the best of life happens live! And in 2026 — the year of the world’s greatest soccer celebration and another long-awaited edition of Rock in Rio — Brazilians have every reason to connect and experience the best that live events can offer. This film is a way to celebrate this year and invite the public to come together around two great national passions: Rock in Rio and soccer.
Ana Deccache, Marketing Director at Rock World
The campaign will continue rolling out across social media and special content throughout the week, keeping the conversation alive as the soccer and music calendars converge.
Four decades of a festival that reshaped a country
When Rock in Rio debuted in 1985 in Rio de Janeiro’s Jacarepaguá neighborhood, it put South America on the international music map for the first time. Over ten days, 1.38 million people witnessed 31 acts — 15 Brazilian, 16 international — on what was then the world’s largest stage, measuring 80 meters wide. That first edition didn’t just make history; it created a template for what large-scale live entertainment could be.
Forty-one years later, the numbers tell their own story. More than 12.3 million people have visited Rock in Rio’s various Cidades do Rock worldwide. Over 4,667 artists have performed across 141 days of festival. The 2024 edition alone generated R$2.9 billion in economic impact for Rio de Janeiro and reached more than 146 million people through social media. The festival has since expanded to Lisbon, Madrid and Las Vegas, completing 24 editions across four countries.
In 2022, the state of Rio de Janeiro officially recognized Rock in Rio as an intangible cultural heritage — a formal acknowledgment of what fans had known for decades.
A festival with a purpose beyond the stage
Rock in Rio has been carbon neutral since 2006 and was a pioneer in obtaining the ISO 20121 Sustainable Events certification. Together with its partners, the festival has invested over R$118 million in sustainability, education, and environmental projects — planting more than 4 million trees in the Amazon alone. It is also working toward ambitious 2030 targets aligned with the UN’s Sustainable Development Goals.
Over its history, the festival has generated more than 297,600 direct and indirect jobs. In 2026, that legacy gets a new chapter — with a soundtrack and a scoreboard.
Event Info
- Event: Rock in Rio 2026
- Venue: Cidade do Rock, Rio de Janeiro, Brazil
- More info: rockinrio.com
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