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Deets: As the FIFA World Cup 2026 officially kicks off, New Yorkers and visitors don't have to head to a stadium to feel part of the action. At The Shops at Columbus Circle, months of anticipation are giving way to a full-scale fan experience as several World Cup activations officially come to life at once.
To mark the start of the month-long celebration, these new FIFA-related activations are live at The Shops:
The Official FIFA World Cup 2026™ Merchandise Store is now open on the Ground Floor of The Shops, offering fans access to official tournament apparel, authentic jerseys, accessories, collectibles and memorabilia in the heart of Manhattan.
The Shops is unveiling "The Art of the Game," a new public art installation featuring artist-designed soccer ball sculptures as part of a World Cup-themed initiative spanning the New York/New Jersey host region. Located just outside The Shops, the installation brings together the worlds of soccer, culture and contemporary art in a highly photogenic fan experience.
The FIFA World Cup 2026™ Countdown Clock has officially reset. After spending the past year counting down to today's opening match, the clock is now ticking toward the FIFA World Cup Final on July 19, creating a symbolic milestone and fan moment at Columbus Circle.
Together, these experiences are transforming The Shops at Columbus Circle into one of New York City's most visible World Cup gathering points – a place where locals, visitors and soccer fans can shop, take in public art, snap photos and experience the energy of the tournament throughout the month.
Hint for the Average Socialite: This event is open to the public.
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