The FIFA World Cup has brought soccer fever to New York City and fans are about to get a new place to celebrate as House of GOAL, a cultural festival dedicated to the sport, opens in Brooklyn next month.
House of GOAL will take over Industry City at 51 34th St. from July 3-17, organizers said. Organizers say the event is built around seven pillars — Play, Music, Tech, Watch, Style, Flavor and Art — which will be reflected through a range of activities including mini-pitches for soccer skills, DJ sets, World Cup match screenings, apparel pop-ups, culinary experiences and art installations.
Footballco, an international soccer media company, is organizing the event and will push content to the hundreds of millions of fans it reaches every month. The project marks the company’s first major in-person event, with organizers expecting roughly 200,000 attendees over the two-week run. They have also enlisted House of Yes, a Bushwick-based immersive performance venue known for large-scale experiential nightlife productions, to help bring House of GOAL to life.
“Football today extends far beyond the pitch, it’s a cultural language that connects people across the world,” said Jason Wagenheim, CEO of North America at Footballco in a press release. “House of GOAL is about creating a space where that culture can be experienced in full, from music and fashion to gaming and storytelling, all in one place.”
The grounds will be open from 1 pm to 9 p.m. during the week and until 3 a.m. on weekdays. Tickets are completely free for the daytime, although select evening events, such as the DJ sets, do require fans to pay. All ticket information can be found on the event’s website.
Several major brands are involved with the event and will have a presence on-site and across related digital content. Modelo is the title sponsor, while prediction market company Kalshi will operate a branded bar, offer special merchandise and host activations including podcast recordings. Social media platform X is also a partner and will publish content from House of GOAL across its official channels.
Team USA has made a strong start at the World Cup, defeating Paraguay 4-1 in its opening match. The team plays its second of three group-stage games on Friday, July 19, against Australia.
Aside from World Cup action, House of GOAL will host watch parties during NWSL Rivalry Week, scheduled for July 10-15.
