Malls break down their World Cup strategies

This story is part of our week-long editorial series on how major retailers, fashion conglomerates, beauty brands and CPG startups are tapping into the FIFA World Cup buzz.

Malls near soccer stadiums are kicking things up a notch, when it comes to marketing around the FIFA World Cup.

Shopping centers in U.S. markets from Miami to Los Angeles are creating special programming to attract tourists and locals heading to matches (or watching them in the air conditioning). New Jersey’s American Dream, for instance, is creating a 39-day fan festival, complete with soccer clinics, athlete meet-and-greets and brand giveaways. Elsewhere, Boston Seaport is decorating its trees with mini soccer balls and hosting watch parties. And New York’s Rockefeller Center is setting up a FIFA Museum and offering 10% off FIFA Store merchandise.

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