Football fever comes to town

The heat is on as FIFA World Cup 2026, the world’s 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 — Olympian City, tmtplaza and Citywalk – under the “Sino Malls Goal Together” Campaign.

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. 

“This year, over 40% of the matches will take place in the morning in Hong Kong time, creating a unique ‘morning sports economy’ that attracts not only hardcore football fans, but also families to enjoy breakfast together while watching the matches,” said Chhoa.

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

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. 

The campaign’s main broadcasting hub, Olympian City, will feature “Classic x New” 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 “Watermelon Ball” photo spot, retro arcade football game on a huge LED screen, traditional tabletop football, innovative under-table football and 2-on-2 mini matches.

Meanwhile, tmtplaza will partner with PlayStation to present “Football King Challenge”, featuring PlayStation®5 EA SPORTS FC™ 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‑known 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. 

Likewise, Citywalk will roll out football-themed activities for all ages, from football-inspired baby crawl races “Baby Football Mania” to fitness exercises tailored to elderly participants “Senior Football Adventures”. The climax, “Goddess of Goals Challenge”, is a pop‑up interactive game inviting shoppers of different generations to join, ensuring that children, families and seniors alike can enjoy the football fever.