{"id":650541,"date":"2026-05-05T05:48:09","date_gmt":"2026-05-05T05:48:09","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/650541\/"},"modified":"2026-05-05T05:48:09","modified_gmt":"2026-05-05T05:48:09","slug":"football-fever-comes-to-town","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/650541\/","title":{"rendered":"Football fever comes to town"},"content":{"rendered":"

The heat is on as FIFA World Cup 2026, the world\u2019s largest international football tournament held every four years, kicks off in mid June. For a stadium-like experience to immerse in the excitement, all the 104 matches will be broadcast live in three Sino Group malls \u2014 Olympian City, tmtplaza and Citywalk \u2013 under the \u201cSino Malls Goal Together\u201d Campaign.<\/p>\n

According to Bella Chhoa, Chief Commercial Officer of Sino Group, this is the fourth consecutive edition for its shopping malls to broadcast the tournament and over HK$8 million will be spent on promoting the campaign.\u00a0<\/p>\n

\u201cThis year, over 40% of the matches will take place in the morning in Hong Kong time, creating a unique \u2018morning sports economy\u2019 that attracts not only hardcore football fans, but also families to enjoy breakfast together while watching the matches,\u201d said Chhoa.<\/p>\n

Apart from live braodcast, over 50 exciting football-themed activities will be organised across the malls, catering to toddlers, families, fans and e\u2011sports enthusiasts alike. In addition, nearly 100 merchants will roll out special promotions in dining, sportswear, electronics and more.<\/p>\n

She pointed out that the Group expects the football frenzy to significantly boost local consumption, with double-digit year-on-year growth anticipated in both mall footfall and sales performance of sports-related retailers.\u00a0<\/p>\n

The campaign\u2019s main broadcasting hub, Olympian City, will feature \u201cClassic x New\u201d football fun for all generations. This includes a special Family Zone complete with family seating, cheering props and breakfast menus during live broadcasts. Hong Kong Footballer of the Year, Yapp Hung Fai, will also attend with his father and four-year-old son to share stories of football legacy across generations. Other interactive highlights including a 3.5-metre-tall classic \u201cWatermelon Ball\u201d photo spot, retro arcade football game on a huge LED screen, traditional tabletop football, innovative under-table football and 2-on-2 mini matches.<\/p>\n

Meanwhile, tmtplaza will partner with PlayStation to present \u201cFootball King Challenge\u201d, featuring PlayStation\u00ae5 EA SPORTS FC\u2122 26 gameplay in a classic knockout format. The top 16 finalists will advance to the grand finale to compete for the Football King title and HK$30,000 worth of S Coupons, plus a chance to challenge well\u2011known KOLs onsite! A PS5 football gaming experience zone will be open to the public to showcase their virtual football skills. Furthermore, in collaboration with local football academy LBRO, football experience sessions and regular interest classes for children aged 3 to 10 will be held.\u00a0<\/p>\n

Likewise, Citywalk will roll out football-themed activities for all ages, from football-inspired baby crawl races \u201cBaby Football Mania\u201d to fitness exercises tailored to elderly participants \u201cSenior Football Adventures\u201d. The climax, \u201cGoddess of Goals Challenge\u201d, is a pop\u2011up interactive game inviting shoppers of different generations to join, ensuring that children, families and seniors alike can enjoy the football fever.<\/p>\n

<\/p>\n","protected":false},"excerpt":{"rendered":"The heat is on as FIFA World Cup 2026, the world\u2019s largest international football tournament held every four…\n","protected":false},"author":2,"featured_media":650542,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[563],"tags":[64,63,1348,512,13987,186,596,13986,43,13989,13988,13990,1347,13991,85,156,13985,1720],"class_list":["post-650541","post","type-post","status-publish","format-standard","has-post-thumbnail","category-football","tag-au","tag-australia","tag-breaking-news","tag-china","tag-english-daily","tag-finance","tag-football","tag-free-newspaper","tag-headlines","tag-hong-kong-media","tag-hong-kong-news","tag-hong-kong-news-media","tag-latest-news","tag-sing-tao","tag-sports","tag-standard","tag-the-standard","tag-world"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/650541","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=650541"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/650541\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/650542"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=650541"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=650541"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=650541"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}