adidas Announces World Cup Fan Hubs and Events, Featuring Free Peso Pluma Concert in LA

The participation of adidas in this year’s FIFA World Cup goes beyond the pitch. The major sports apparel and equipment brand announced it will have fan hubs in New York and Toronto, as well as events in select host cities, including a free Peso Pluma concert in Los Angeles.

New York and Toronto will have adidas FIFA World Cup 26 Home of Soccer Brand Hubs, where fans can gather in a public space for free to celebrate cultures and communities while watching the competition. The hubs are developed in partnership with host city committees and Brooklyn Park Corporation.

The New York Home of Soccer Hub will be the center of adidas’ activations in the U.S. and takes place at Brooklyn Bridge Park June 13-19. The event is open to the public, and the 25,000-square-foot space allows 3,500 fans to gather, watch, play and celebrate their passion for the sport.

There will be several activations at Brooklyn Bridge Park, including performances from PinkPantheress and rapper Larry June. Local food and drink vendors will be on-site, as well as a beer garden for guests 21 and over. There will also be a retail space to access adidas’ full range of World Cup products, including kits, collections and footwear.

Fans can also play 3-on-3 games on a small-sided soccer pitch that features a two-floor buildout for fans, creators, and streamers. There will also be Airbnb, Panini and Brawl Stars activations, as well as select screenings of Summer of ’94 in partnership with Imagine Entertainment. The documentary focuses on the 1994 FIFA World Cup in the U.S., which left a lasting impact on local soccer culture.

“It’s been more than three decades since the United States last hosted the World Cup,” said Chris Murphy, Senior Vice President, Brand Marketing at adidas North America. “We’ve been at the center of soccer’s growth in this country since the ‘90s and through our Backyard Legends campaign, extensive activations and product launches this summer, we’re looking forward to being part of the sport’s sustained, rapid expansion.”

The Los Angeles World Cup 2026 Host Committee partnered with adidas to kick off the tournament with activations at BMO Stadium on June 11 at 11 a.m. There will be a watch party for the opening match between Mexico and South Africa at noon PT, followed by the opening match of the adiCup, adidas’ nationwide 3v3 tournament that culminates with a final at the Home of Soccer hub in New York on July 18.

Following the watch party for the South Korea vs. Czechia match at 7 p.m. PT, BMO Stadium will host a free concert celebrating the start of the tournament with performances from Noodles and Grammy Award-winning Mexican star Peso Pluma. Entry information and details will be shared in the coming weeks, and free tickets for Peso Pluma’s performance will be available on Ticketmaster June 1.

“Our team’s efforts for FIFA World Cup 26, spanning extensive retail partnerships, our global brand campaign and now our North American brand hubs, signals our commitment to the game and belief that this summer’s tournament will forever change the sport globally,” said adidas North America President John Miller. “With 14 federations, the Official Match Ball, extensive in-stadium presence and next generation product technology, we are the defining soccer brand that’ll be visible on every pitch this summer.”

The hub in Toronto runs from June 11-19 within STACKT market and will also feature watch parties on a massive 13.5-foot-by-24-foot screen.

adidas will also be hosting events in Houston, Atlanta, Mexico City, Guadalajara and Monterrey.

“Our longtime collaboration with adidas represents more than shared goals—it reflects a deep commitment to expanding access to the game in under-resourced areas, building community, and inspiring the next generation,” said Ed Foster-Simeon, President & CEO of the U.S. Soccer Foundation. “Together, we’re accelerating the continued growth of soccer across the United States, using the game to improve lives and bringing us one step closer to a future where everyone who wants to play, can.”

_Originally reported by [Pollstar](https://news.pollstar.com/2026/05/20/adidas-unveils-world-cup-events-in-select-host-cities-including-a-peso-pluma-concert-in-la/)._