American Dream, a 3 million-square-foot retail and entertainment complex located in New Jersey, is aiming to become a commercial and hospitality hub during this summer’s FIFA World Cup.
The complex is looking to benefit from its proximity to MetLife Stadium. It will act as FIFA’s primary parking solution for general ticket holders attending the eight matches at the stadium.
The location will also offer brands out-of-home ad inventory and activation space. An unofficial Dream Fan Fest and private events are also planned throughout the 39-day tournament.
Strategic Location for World Cup Activities
American Dream is owned by Triple Five Group, which also owns Mall of America and the West Edmonton Mall. Its parking lots are connected directly to MetLife Stadium by pedestrian bridges over Route 120.
In addition to restaurants and retailers, American Dream features attractions such as an indoor ski slope, a water park, mini golf and a Ferris wheel.
The World Cup represents the complex’s biggest commercial opportunity since opening in 2019.
Expected Increase in Visitors
The length of the tournament, the number of matches, and the influx of visitors are expected to drive traffic to the area. Gregg Schwartz, Head of Sports Marketing, anticipates approximately 2 million people will visit American Dream during the World Cup.
The volume of brands seeking to align with the World Cup, along with the cancellation of the region’s primary FIFA Fan Festival, is expected to create demand for activation and hospitality spaces. FIFA’s security perimeter around the stadium will limit on-site parking to VIPs and patrons with disabilities, while prohibiting tailgating.
Parking Solutions and Brand Partnerships
Adam Petrick, American Dream CMO, said the complex offers a comfortable space for brands and companies. FIFA has partnered with American Dream to sell general parking on the mall’s grounds through its official platform, JustPark.
A parking spot costs $225 for the five group games and one Round of 32 match. Parking for a Round of 16 match is $300. Parking for the Final has not yet been made available.
Schwartz declined to share the exact number of parking spots available, but said it is in the thousands. He added that the complex and FIFA will continue to assess demand and adjust parking availability as needed.
- Parking is $225 for group games and the Round of 32.
- Parking is $300 for the Round of 16.
- Parking for the Final is not yet available.
American Dream is also collaborating with official FIFA sponsors such as Adidas, Anheuser-Busch and Coca-Cola, as well as non-sponsors.
The regional host committee will encourage fans to use public transport to get to matches.