American Dream will mark 75 days until the World Cup on Saturday with a giveaway of commemorative pins featuring soccer legend Lionel Messi.
The limited-edition pins, courtesy of the soon-to-open The Messi Experience, will be distributed on a first-come, first-served basis beginning at 11 a.m. at the Dream Stage, while supplies last.
The giveaway is part of American Dream’s broader soccer programming leading up to the World Cup and the launch of American Dream Fan Fest, a 39-day celebration beginning June 10. The Fan Fest will feature viewing parties, original programming, celebrity appearances, brand activations, concerts, water park events and more — including La Plaza de Futbol Marketplace, which will provide opportunities for small businesses.
American Dream also will host the FIFA World Cup Trophy on June 3 as part of the Coca-Cola Trophy Tour.
Additional details on World Cup-related activations will be announced in the coming weeks.
Gregg Schwartz, director of communications and head of sports marketing at American Dream, said the programming is designed to make the complex a central destination for fans throughout the tournament.
“American Dream continues to establish itself as the premier off-pitch destination in the region for soccer-driven experiences leading up to and throughout the World Cup,” he told BINJE. “This is just the beginning, with major programming and giveaway announcements set to roll out in the coming weeks, building momentum toward the FIFA World Cup Trophy visit in June and the launch of American Dream Fan Fest — a 39-day celebration kicking off on June 10.”
The Messi Experience, which celebrates the legacy of Lionel Messi through interactive challenges, immersive exhibits and exclusive signed memorabilia, is set to open this spring. The attraction will feature nine installations, offering fans a hands-on opportunity to test their skills and explore Messi’s remarkable career — celebrating passion, resilience and inspiration.
When the experience was announced earlier this month, Adam Petrick, chief marketing officer of American Dream, emphasized the significance of hosting the attraction.
“We are ecstatic that The Messi Experience, honoring the world’s greatest footballer, has chosen American Dream as the destination to celebrate and share his legacy,” he said. “This partnership further showcases our growing influence in the global soccer universe and the powerful platform we provide the game’s biggest stars.
“This is only the beginning, as we plan to bring more unique events and activations to the property as we build momentum toward the World Cup.”
