As attention shifts from the Knicks to the World Cup this summer, Time Out Market Union Square is betting New Yorkers want more than a screen and a seat. From now through July 19, the food hall at 124 E. 14th St. will stream every match, turning the space into a month-long celebration of sport, culture, and community.
For a city built on international influences, the tournament feels like home for New Yorkers.
Time Out Market Union Square representative Bendig says Union Square already functions as one of New York’s great gathering places. “You have office workers, students, tourists, longtime residents, and international community members all moving through the neighborhood every day. Soccer prospers in places where cultures overlap, and Union Square already has that energy built in.”
The cultural crossover is what organizers want to emphasize. While sports bars have long been a trusted spot for major sporting events, Time Out Market presents itself as something broader: a communal space where food, nightlife, and global fandom intersect.
“This is much more immersive than a traditional sports bar experience,” Bendig says. “Guests can move between vendors while experiencing different atmospheres throughout the Market.”
This year’s market lineup reflects New York’s diverse cultural identity. Fans can grab American-style hamburgers from Smashed Express, kebabs from Kebawala, Thai specialties from Kam Rai Thai, comfort food from Rotisserie Haus, and taco and barbecue offerings while watching matches unfold on large screens throughout the venue.
Cultural Immersion
Time Out Market draws a clear distinction from New York City sports bars. It’s not just about sports—it’s about showcasing the cultural diversity New York City has to offer.
“Soccer naturally fits into what we do because it’s as much about culture and emotion as it is about sport,” Bendig says. “The Market allows guests to experience different cuisines, music, nightlife energy, and fan communities all in one place.”
That approach feels especially relevant in a city where soccer fandom often mirrors immigrant stories and cultural heritage. Whether it’s Argentina, Brazil, England, Morocco, or Portugal taking the field, organizers expect different communities to bring their own energy to the tournament.
“New York already brings together people from every corner of the world, and Time Out Market Union Square reflects that naturally through both its audience and vendors,” Bendig says. “We plan to celebrate the tournament’s diversity through global food influences, music programming, and an atmosphere where different fan communities can gather around the same experience.”
The parties will remain open to the public, a decision organizers say was essential to creating an authentic tournament atmosphere.
“Some of the best soccer moments happen in communal spaces where strangers celebrate together,” Bendig says. “Having viewing parties allows guests to drop in organically after work, meet friends, grab food from across the Market, and become part of the atmosphere without barriers.”
Packages and Deals
Inside the venue, fans can expect beer buckets, pitchers, cocktails, and shareable food designed for group viewing. Premium viewing packages and reserved seating options will also be available to guests wanting a more elevated match-day experience.
The larger goal, however, goes beyond the matches themselves.
“New York thrives on collective energy and collective cultural experiences,” Bendig says. “Moments that bring people together across backgrounds and communities feel especially meaningful right now because they create real connection.”
If successful, organizers believe the tournament could become a blueprint for future global sporting events in the city.
As fans gather throughout the summer, Time Out Market hopes visitors leave with a clearer sense of what the space represents.
“We want people to realize that Time Out Market Union Square is more than just a place to eat,” Bendig says. “It’s a place where people gather around culture, food, nightlife, and shared experiences.”
Time Out just came out with its Best Cities for Food List this week, presented by HelloFresh. New York came in at #15 in the world. To check the full list out, visit –https://www.timeout.com/usa/travel/worlds-best-cities-for-food
Time Out Market Union Square is located on 124 East 14th St.
