DFB to Open German House of Soccer in New York During 2026 FIFA World Cup.

Roger Hampel

Image: DFB

The German Football Association (DFB) will open the German House of Soccer in New York during the 2026 FIFA World Cup, creating a large-scale activation space designed to showcase German football culture to a global audience.

Located in Manhattan, the project reflects a broader strategy among federations to build physical fan and partner hubs in key host cities, extending engagement beyond stadiums and official tournament venues.

A Central Hub for Fans, Media and Partners DFB

The German House of Soccer will operate from June 11 to July 11, covering the full duration of the tournament, including the final in New York.

Spanning more than 2,000 square meters at Chelsea Industrial, the venue is designed as a multi-purpose space targeting different stakeholder groups, including supporters, media representatives and commercial partners.

Structured Experience Across Three Key Areas

The venue will be divided into three distinct zones, each serving a specific function. The Match Day Area will focus on live football, offering public viewing of selected matches alongside a programme of talks, panels and informal events. The objective is to create a social environment combining football content with hospitality.

The Soccer Gallery Area will deliver a more curated experience, highlighting German football history, fan culture and key achievements through exhibitions and interactive formats.

The Champions Lounge will function as a premium environment for partners and stakeholders, hosting networking events, discussions and business-oriented programming throughout the tournament.

This structure allows the DFB to engage multiple audiences simultaneously, from casual fans to corporate partners.