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The German Football Association (DFB) is opening the ‘German House of Soccer’ (GHOS), a 2,000-square-meter cultural hub in Manhattan’s Chelsea neighborhood, to provide an immersive fan experience during the 2026 FIFA World Cup. The GHOS will feature public match viewings, interactive exhibits on German football history and traditions, and exclusive VIP areas, aiming to present an authentic picture of German football beyond just the 90 minutes on the pitch.
Why it matters
This initiative reflects a broader trend of national football associations evolving into sophisticated brands, focused on building direct relationships with fans, creating unique experiences, and maximizing commercial opportunities around major tournaments like the World Cup. The GHOS model is likely to be replicated by other countries, transforming fan engagement at future global sporting events.
The details
The GHOS will be divided into three main areas: a Match Day Area for public viewing of select World Cup matches combined with a vibrant atmosphere, talks, panels, pub quizzes, and German food and beverages; a Soccer Gallery Area featuring immersive exhibits on German football culture, including fan traditions and historical trophy displays; and a Champions Lounge, an exclusive VIP area for events, networking, and discussions with partners and stakeholders. Germany international goalkeeper Anne-Kathrin Berger, currently playing for Gotham FC in the NWSL, will serve as an ambassador for the project.
- The GHOS will have a soft opening on June 11, 2026.
- The GHOS will be open until July 11, 2026, the final day of the 2026 FIFA World Cup.
The players
German Football Association (DFB)
The governing body of football in Germany, responsible for organizing the German national football teams and the Bundesliga.
Anne-Kathrin Berger
A Germany international goalkeeper currently playing for Gotham FC in the NWSL, who will serve as an ambassador for the German House of Soccer project.
What’s next
The German national team will establish its official base camp at Wake Forest University and The Graylyn Estate in Winston-Salem, North Carolina, arriving on June 8, 2026 to utilize the university’s W. Dennie Spry Soccer Stadium for training.
The takeaway
The German House of Soccer model represents a strategic approach to fan engagement at major sporting events, blending immersive cultural experiences, exclusive VIP offerings, and dedicated training facilities to create a holistic brand experience for the German national team.




















