20 hours ago | By Jessica Harman
Jun 24, 2010
Whether it be an outdoor archway in Brooklyn’s Dumbo neighborhood, or a taco truck on the streets of Los Angeles or New York, where fans choose to watch the game is as important as what team they support.
In Manhattan, everyone’s favorite boutique hotel, The Ace is hosting World Cup watching parties every day until the event’s finale (July 11th) in their dining room and bar, the Breslin. Every Saturday, Dumbo’s Archway has a large outdoor projection screen for revelers to catch the quarterfinals while picnicking.
In another food/match mash-up, fans can eat and watch the games with ESPN’s mobile Match Trucks. In a unique collaboration with Kogi taco truck chef Roy Choi, the trucks serve a menu inspired by the street foods of participating teams and are equipped with huge weatherproof, glare resistant monitors. To find out where the Match Trucks will be next, check out their twitter.
Activewear companies like Nike and Adidas have gotten in on the action, too. In London, Nike Stadiums has partnered with Selfridges department store to host ULTRALOUNGE, a game viewing spot within a pop up shop. Aside from refreshments, fans can pick up products from Heroes of Speed, True Colors Pack, the Brazil Black Pack, the Elite Pack and the Brazil National Team Kit. In New York, Adidas brings World Cup matches poolside with DJ’s and outdoor grilling to The Yard at the Soho Grand Hotel.
In Brazil, Surface to Air’s new restaurante Lorena, 1989, is also hosting gatherings during matches because fans that eat together, win together.
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