Soccer media brand Footballco will host a two-week activation in Brooklyn tied to the final weeks of the FIFA World Cup as “part of a broader effort from the global outlet to introduce itself to U.S. audiences,” according to Mark Stenberg of ADWEEK. The event, called the House of Goal, will take place at Industry City in Brooklyn and run July 4 through July 19. It is a free-to-attend pop-up that will “span multiple themed zones covering music, fashion, art, gaming, food, and street soccer,” with programming that “includes live podcast tapings, a documentary film series, DJ nights, and panel discussions on topics like the intersection of soccer and street culture.” Brooklyn nightlife venue House of Yes is partnering with Footballco on the music programming. They are projecting “roughly 15,000 attendees per day, with 200,000 visitors over the full run.” Modelo has signed on as title sponsor, and the company “expects to bring in additional partners.” Footballco CEO Jason Wagenheim mentioned that House of Goal is “expected to generate mid-seven figures in revenue and be profitable on a standalone basis.” Footballco, which is majority-owned by the private equity firm TPG through its affiliate Integrated Media Company, operates a portfolio of global soccer publishers including Goal. This year, the company projects it will “bring in around $100 million in total revenue,” around 20% of which will “come from the U.S. business, which is itself just over two years old” (ADWEEK, 4/9).
