Malls break down their World Cup strategies

Marketing // June 9, 2026 Malls break down their World Cup strategies By Julia Waldow Ivy Liu This story is part of our week-long editorial series on how major retailers, fashion conglomerates, beauty brands and CPG startups are tapping into the FIFA World Cup buzz.

Malls near soccer stadiums are kicking things up a notch, when it comes to marketing around the FIFA World Cup. Shopping centers in U. S. markets from Miami to Los Angeles are creating special programming to attract tourists and locals heading to matches (or watching them in the air conditioning).

New Jersey’s American Dream, for instance, is creating a 39-day fan festival, complete with soccer clinics, athlete meet-and-greets and brand giveaways. Elsewhere, Boston Seaport is decorating its trees with mini soccer balls and hosting watch parties. And New York’s Rockefeller Center is setting up a FIFA Museum and offering 10% off FIFA Store merchandise.

The World Cup is a huge opportunity for shopping malls across the U. S. , executives told Modern Retail. Malls hope that fan festivals can lead to increased turnout, higher dwell time and better brand awareness.

Importantly, they want soccer aficionados to treat their properties as landing spots — for before, during or after matches — and make purchases during their time there. Already, indoor malls and open-air centers are seeing year-over-year growth, per Placer. ai, and sources believe the World Cup can help sustain that momentum.

“If more people come out [because of the World Cup], there’s going to be more people shopping [and] there’s going to be more people dining,” Gregg Schwartz, American Dream’s head of sports marketing and public relations director, told Modern Retail.

“Foot traffic is going to lead to more money spent throughout the center, sponsorship is going to lead to more revenue, and [all of it] is going to lead to more sales in our attractions, as well. … We’re capitalizing on the proximity [to the stadium], but we’re also taking advantage of how good we are at entertaining people.”

Mall operators around the country are taking different approaches. Simon Property Group, the largest mall operator in the U. S. , is going for more of a brand play by partnering with World Cup sponsor Adidas.

Simon is holding marquee Adidas activations in four cities near World Cup matches: Torrance, California (at Del Amo Fashion Center); Houston (at Houston Premium Outlets); Sunrise, Florida (at Sawgrass Mills); and Atlanta (at Phipps Plaza). Each event will feature large-scale watch parties, customizable Adidas products and mascot photo opportunities.

Simon approached Adidas about a partnership, as Simon’s properties are home to some 90 Adidas stores. “[Adidas] does a lot of advertising with us, but there was an opportunity to use our common-area space in a special way [together],” Lee Sterling, Simon’s chief marketing officer, told Modern Retail.

Adidas stores will have World Cup tie-ins, too, and members of Simon’s loyalty program can nab a free Adidas World Cup-themed gift. In total, 65 Simon properties are hosting World Cup activations in some way. “[The World Cup] is one of the most powerful cultural and sporting moments in the world, and it’s important to be part of it,” Sterling said.

Mall operator Macerich Properties, meanwhile, is hosting soccer celebrations in three cities, two of which are near World Cup stadiums: Philadelphia (at Fashion District Philadelphia) and Downey, California (at Stonewood Center). Fashion District Philadelphia is the official hub for more than 3,000 volunteers helping out at local matches.

And Stonewood Center is hosting a 15-hour, free community event on June 20. The event will feature giant TV screens, a soccer exhibition, an art walk, food booths and a beer garden, per a spokesperson. Here’s a closer look at what four malls across the country are doing to build hype around the World Cup.

Image via American Dream American Dream American Dream is a mile away from New York/New Jersey Stadium (also known as MetLife), which will host eight World Cup matches, including the final. To celebrate, American Dream is holding a 39‑day “Dream Fan Fest,” complete with watch parties, DJ sets, games and dining options.

While much of the programming is around soccer (Gotham FC, for instance, is hosting a soccer clinic), there are other New York sports tie-ins (the Giants and Jets are each hosting theme days). “We’re going to have [attendees] who aren’t maybe the biggest soccer fans, who want to feel involved,” Schwartz said.

Many of American Dream’s tenants — which include 250-plus stores, 100-plus eateries and a theme park — are participating, as well. Adidas, Miniso and Armani are hosting giveaways, while JD Sports, Capelli Sport and Hasbro are taking part in a &