The German Football Association (DFB) will open a large-scale fan and commercial activation space, the German House of Soccer, in New York during the 2026 FIFA World Cup.
The venue, located in Manhattan at Chelsea Industrial, will operate from June 11 to July 11, covering the full duration of the tournament and the final staged in the city.
Spanning more than 2,000 square metres, the space is designed as a multi-layered hub for fans, media, and commercial partners, reflecting a growing trend among federations to build physical engagement centres in host cities during major tournaments.
The activation will be split into three zones. A Match Day Area will host live screenings, panels, and events. A Soccer Gallery will showcase German football history and fan culture through exhibitions. A premium Champions Lounge will be reserved for partners and stakeholders, offering networking and business programming.
The DFB said the project is aimed at extending the tournament experience beyond stadiums while strengthening international visibility for German football and its commercial ecosystem.