Guest in New York

How do you translate the unique stadium atmosphere and the emotional power of German football into the vibrant heart of New York City? With the "German House of Soccer" (GHOS), our colleagues from live marketing have delivered the answer on behalf of the German Football Association (DFB) for the 2026 FIFA World Cup. The opening weekend already impressively proved the success of this integrated sports and experience marketing approach.

The festivities kicked off with the official Opening Night on Friday 12 June. In front of around 500 invited guests, GHOS opened its doors for the first time at Chelsea Industrial and immediately established itself as a key meeting place for the worlds of business, media and sport.

“The 2026 World Cup in the USA is far more than just a major sporting event for the DFB. It offers us the opportunity to showcase German football culture internationally and bring it to life. With the German House of Soccer, we are creating a central hub in one of the world’s most exciting cities – and in a market passionate about sport – for fans, the media, partners and international guests. Our aim is to facilitate encounters, foster a sense of community and present German football in an authentic way,” said Dr Holger Blask, Secretary General of the DFB e. V. and Chairman of the Management Board of DFB GmbH & Co. KG.

The emotional highlight of the opening days came on Sunday 14 June: for the German national team’s first match of the tournament, the GHOS – spanning over 2,000 square metres – was sold out to the last seat. In the vibrant ‘Match-Day Area’, visitors not only enjoyed a special public viewing experience but also celebrated a historic 7–1 victory for the DFB side. The atmosphere reflected what defines a modern brand space: authentic emotions and collective passion. Rather than simply watching the match, fans can immerse themselves in the history of the sport in the interactive ‘Soccer Gallery Area’, whilst the exclusive ‘Champions Lounge’ provides a space for meaningful interaction.

“Anyone looking to activate brands in the international sporting arena today must create unique experiences that evoke deep emotions and help to embed them. A completely sold-out venue and an energy as if we were standing in the stands in the heart of Germany – that’s exactly why we do this. The German House of Soccer demonstrates the enormous power of holistic sports and experience marketing and builds seamlessly on the successful collaboration with the DFB at the 2022 World Cup,” said Dino Büscher, Managing Director, fischerAppelt, live marketing.

With this milestone, our colleagues at live marketing are demonstrating how emotional brand communication builds international communities. The GHOS in New York thus not only represents German football culture, but also sets international standards.

Photos: DFB