Footballco Announces House of GOAL, a New Cultural Festival Redefining How Football is Experienced Beyond the Pitch
This summer, as North America becomes football’s biggest stage, Footballco will debut House of GOAL, a multi-day cultural festival running July 3-19, 2026 at Industry City in Brooklyn, positioning football not just as a sport, but as one of the most influential forces shaping global culture today. The festival is expected to attract more than 200,000 attendees over its run.
Presented by Modelo as title sponsor, House of GOAL will take over a significant footprint within Industry City’s 35-acre waterfront campus, transforming it into a fully immersive destination across football, music, fashion, film, gaming, and food.
Running across indoor and outdoor spaces, House of GOAL is designed to be one of the most visible football culture festivals surrounding the 2026 tournament. The event will be amplified through Footballco’s global media ecosystem, which reaches more than 720 million fans each month.
As the world’s leading football media company, Footballco sits at the center of how modern football is consumed, not just through matches, but through the communities, creativity, and expression that surround it. House of GOAL marks the company’s first large-scale move into live experiences and brings that cultural ecosystem into a physical, collective experience.
“Football today extends far beyond the pitch, it’s a cultural language that connects people across the world,” said Jason Wagenheim, CEO of North America at Footballco. “House of GOAL is about creating a space where that culture can be experienced in full, from music and fashion to gaming and storytelling, all in one place.”
Developed in collaboration with House of Yes, the experience blends large-scale production, live performance, and interactive programming, creating a new kind of festival at the intersection of sport and culture. “House of GOAL is exactly the kind of experience we love to build, where music, performance, and community collide in a way that feels alive,” said Ilan Telmont, Owner of House of Yes. “Football is one of the most powerful unifying forces in the world, and bringing that energy into a fully immersive environment in Brooklyn feels like a natural fit for us.”
House of GOAL will unfold across seven core pillars, each reflecting how football is experienced today beyond the game itself:
Play — A street-level football environment centered on open play, small-sided matches, and community programming, in partnership with TAL3NTO and Youth 4 Youth FC.
Music — A live music program spanning DJ sets and performances shaped by the global sound of the game, programmed by House of Yes.
Tech — An interactive gaming and digital zone exploring the future of football fandom, developed with FUTBIN, one of the world’s most engaged EA Sports FC communities.
Film — A curated film program showcasing stories from across the football world, presented in collaboration with MUNDIAL Films and Kicking & Screening.
Style — A marketplace and creative platform where football and fashion intersect, featuring exclusive GOAL and MUNDIAL collaborations and limited-edition releases. Presented by Jameson, the space will spotlight the brand’s latest soccer-inspired fashion collaboration, alongside signature cocktails and a special 3v3 tournament.
Flavor — A global culinary experience bringing together the diverse traditions that define football culture, presented as the Match Day Market by Modelo and curated by renowned chef Akhtar Nawab and his Brooklyn-based Hospitality HQ, featuring a mix of international vendors and cuisines.
Art — A rotating program of installations and artist collaborations, produced in partnership with Fillin Global, transforming the space into a living canvas, with details to be announced. The festival will also serve as a live content hub, with daily podcast recordings and original shows taped in front of a live audience. Programming will feature GOAL’s flagship series, including The Rondo, Soccercito, and The Late Run with Chad Ochocinco, bringing together football legends and special guests for real-time conversations throughout the event.
House of GOAL will be free to attend, with registration now open at goal.com/houseofgoal. Evening programming will be ticketed, with premium experiences available for purchase.
Programming will take place across select dates between July 3-19, running from 1pm-9pm on weekdays and extending from 1pm-3am on weekends. Additional talent, programming, and partner announcements will be released in the coming weeks.
