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.
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.”
