The 2026 FIFA World Cup Draw marked a pivotal moment for soccer: the Men's World Cup returning to U.S. soil for the first time since 1994. For the U.S. Soccer Federation, this was more than a broadcast—it was a strategic opportunity to galvanize American soccer fans and position USSF as the architect of a growing national fandom. The challenge: transform a traditionally passive viewing experience into tangible fandom-building infrastructure. The insight: American soccer fandom isn't built through viewership alone—it requires physical, communal moments where fans can gather, celebrate, and feel ownership.

We transformed Times Square into the physical manifestation of that vision. We developed a twelve-hour immersive fan experience featuring live pitch tournaments with USMNT/USWNT alumni and creators, bilingual broadcast integration with FOX and Telemundo, interactive engagement, and live reaction programming. Through strategic coordination with NYC Parks, NYPD, and Times Square Alliance, we orchestrated seamless integration of physical, digital, and social touchpoints.

The outcome: thousands of fan engagements, over 472 media placements, over 908 million impressions, and a demonstrable model for building American soccer fandom through communal experience rather than passive consumption.