Capitalizing on the Global Soccer Fever: Strategies and Opportunities for Downtown Businesses
Image taken at Time Out Bar & Bistro
While traditional Canadian sports often dominate the local spotlight, the current global soccer tournament presents an unprecedented economic and community opportunity for Downtown Kingston. In many parts of the world, this tournament is a monumental cultural phenomenon that brings together friends and entire families, driving significant foot traffic and consumer spending. With Toronto serving as a major host city just hours away, our downtown core is uniquely positioned to welcome an influx of enthusiastic domestic and international visitors.
June 27: Kingston’s Exclusive Host City Event
We are thrilled to share that Kingston has been selected by FIFA and Canada as a host city for an exclusive, officially sanctioned community event. On Thursday, June 27, FIFA organizers will be in Kingston to host a free, family-friendly event that will transform the heart of downtown into an interactive FIFA World Cup™ fan zone, featuring live match screenings, a pop-up football pitch, interactive games, live entertainment, and food and beverage options.
The event is expected to begin at 1:30 pm, with featured match screenings taking place later in the day:
Panama vs. England — 5:00 pm
Colombia vs. Portugal — 7:30 pm
With the significant increase in foot traffic expected, this is a prime opportunity for local business owners to capture the attention of attendees, organizers, and tourists.
Strategies to Maximize Foot Traffic and Sales
To take full advantage of the tournament before and on the June 27 event, we encourage businesses to implement creative, timely promotions to attract fans. Consider these strategies:
Action-Triggered Promotions: Create dynamic, high-energy offers. For example, introduce half-priced drinks or appetizers exclusively during half-time, or run a limited-time special every time Team Canada scores a goal!
Match-Time Happy Hours: Offer "game day" pricing, themed menus, or bundled deals that run specifically during broadcast times to keep patrons in your establishment for the full 90 minutes.
Welcoming the Crowds: Even non-hospitality businesses can benefit. Consider adjusting your operating hours on June 27 to capture the pre and post-match crowds, or create dynamic window displays that welcome visiting fans to Kingston.
Navigating Social Media and Trademarks: As you build excitement on your social media channels, it is crucial to understand that the tournament's governing body strictly enforces its intellectual property. To safely market your business without risking trademark infringement, please adhere to these content creation guidelines:
Avoid Official Logos: Do not use the official tournament logo, the official mascot, or the official emblem in any of your promotional graphics or printed materials.
Avoid Protected Terms: Refrain from using trademarked phrases such as "World Cup", "FIFA", or "Coupe du Monde" to directly sell a product or promote your venue.
Do Not Claim Affiliation: Never imply that your business is an "official sponsor", "official partner", or “officially endorsed” by the tournament.
Use Creative Alternatives: You can absolutely still join the conversation! Use generic, engaging phrases like "The Global Soccer Tournament," "The Big Match", "Football Fever", or "Cheer on Canada". Focus your content on the great atmosphere, your unique specials, and the community spirit.
Tell us What You’re Doing!
If you’re planning something special to welcome visitors and celebrate the tournament, be sure to tag @downtownkingston when posting your plans on social media. To learn how to properly tag @downtownkingston for each platform, click here.
By preparing your teams and aligning your marketing with this global event, we can collectively ensure that Downtown Kingston stands out as a vibrant, welcoming, and profitable destination this summer.