As North America prepares for a summer of soccer, Lime is rolling out a new campaign and limited-time Fan Pass designed to help fans and local residents navigate host cities without getting stuck in traffic, crowded transit systems or surge-priced rides.
The shared micromobility company announced the new Fan Pass as part of its broader campaign tied to the 2026 global soccer tournament. Available from June 8 through July 19 in select markets, the pass offers riders up to 90 minutes of ride time for a fixed price, with costs varying by city and capped at $15.
The goal is simple: give fans a more predictable and affordable way to move around during one of the busiest transportation moments of the year.
The Fan Pass includes free unlocks, discounted per-minute pricing and flexible use across a five-day window. In select markets, Lime says riders can save more than 60% compared with standard pay-as-you-go pricing.
The program arrives as host cities prepare for a surge of visitors attending matches, fan zones, watch parties and cultural events throughout June and July. Major global sporting events often bring heavier congestion, limited parking, crowded public transit and rising ride-hail costs — challenges Lime is positioning itself to help solve.
“Global sporting events bring excitement and momentum to cities, but they can also make transportation more crowded, costly, and difficult to navigate,” said Wayne Ting, CEO at Lime. “With our Fan Pass, we want to give fans and local residents a reliable and affordable way to move throughout the city, whether they’re heading to a match, meeting friends at a watch party, or exploring neighborhoods between games.”
The campaign will run across key host markets in North America, including Atlanta, Dallas, Los Angeles, Mexico City, Monterrey, San Francisco, San Jose, Seattle and Vancouver.
To support the increased demand, Lime is expanding its operational footprint across several markets. The company plans to deploy more than 14,000 additional vehicles across Los Angeles, Atlanta, Dallas, Monterrey and Guadalupe while increasing staffing to keep vehicles charged, repaired and circulating efficiently.
Lime will also use dynamic rebalancing to respond to pre- and post-match demand spikes, manage dedicated parking corrals and valet zones where available and expand no-parking and no-ride zones communicated through in-app education.
The company is also enhancing rider education through in-app banners and on-vehicle messaging focused on safe riding and responsible parking during peak event periods.
While the campaign is clearly aimed at traveling fans, Lime is also positioning the effort as a benefit for locals. As large-scale events put pressure on everyday transportation systems, the company says expanded fleet availability and predictable pricing can help residents continue commuting, running errands, and moving through their cities without being trapped by congestion around major event zones.
The campaign targets three main audiences: traveling match attendees, local fans attending watch parties, and casual spectators engaging with cultural events around the tournament. Marketing will include localized real-time messaging, on-vehicle media, push notifications, email, in-app experiences, influencer content and event sponsorships.
In Atlanta, Lime is partnering with the Atlanta Journal-Constitution on a local activation that combines digital media with an on-the-ground presence to reach fans in real time.
The effort reflects a larger opportunity for shared micromobility during major world events. From the Paris Olympics to the recent Winter Games in Milan, cities have increasingly looked to shared electric vehicles as one way to manage demand, reduce congestion, and connect people across busy urban areas.
For Lime, the soccer tournament is both a transportation challenge and a marketing opportunity: a chance to show that e-bikes and e-scooters can be more than a casual convenience. During the biggest moments in global sports, they can become part of how a city keeps moving.
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