Raising Cane’s isn’t the only high profile opening on Third Street Promenade this week. An official FIFA World Cup store has sprung up just a few doors down at the former site of It’s Sugar.
The Santa Monica shop is one of six pop-ups across Los Angeles, with additional locations in Manhattan Beach, Hollywood, Torrance and Downtown L.A. The rollout signals something bigger than retail. “FIFA World Cup is transforming Los Angeles into a region-wide celebration of the world’s game,” said Kathryn Schloessman, president and CEO of the Los Angeles Sports & Entertainment Commission and CEO of the LA World Cup 2026 Host Committee.
The tournament kicks off this week, setting the stage for a summer of international matchups — and local watch parties.
In Santa Monica, the main event lands Friday, June 12, when Santa Monica Place hosts a free, all-day World Cup watch party and fan festival from 11 a.m. to 9 p.m.
The centerpiece is a 30-foot LED screen broadcasting Canada vs. Bosnia and Herzegovina at noon, followed by USA vs. Paraguay at 6 p.m. In between, the plaza shifts into full fan-zone mode, with DJs, live sets, giveaways, interactive games and branded activations that bring a stadium-adjacent energy to the shopping center.
Center Plaza will transform into a 21+ beer garden and VIP viewing area, while the rest of Santa Monica Place remains open to all ages, creating a layered, come-and-go atmosphere that feels equal parts block party and international watch party.
Santa Monica is serving as an official beachside headquarters for this year’s largest global sporting event, offering six weeks of festivities, giant screen watch parties, and a premium 21+ club on the Santa Monica Pier.
The FIFA World Cup 2026 will be the largest in tournament history, featuring 48 teams competing across the United States, Canada and Mexico. Group stage play runs through June, followed by knockout rounds beginning June 28 and culminating in the final on July 19. Los Angeles is a key host city, with matches at SoFi Stadium and fan experiences planned throughout the region — including Santa Monica.
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