FIFA Museum kicks off football frenzy in Hong Kong

Fans in Hong Kong will soon get a chance to experience the thrill of the World Cup up close, as the FIFA Museum brings a six-month football exhibition to Times Square in Causeway Bay. The showcase, featuring items from past tournaments, arrives ahead of the 2026 World Cup in Canada, Mexico and the US. It opens to the public on 28 May. 

Organised in collaboration with Asian Partners, a Hong Kong-based sports intellectual property and investment firm focused on football, the exhibition is located in the heart of Causeway Bay, offering an accessible and dynamic setting for fans and visitors of all ages.

The exhibition serves as a cultural prelude to the global tournament, bringing the heritage of the world’s most popular sport to East Asia. Visitors can explore a curated selection of original objects, trophies, multimedia installations, and captivating stories from previous FIFA World Cups, creating an engaging experience for all ages.

Don’t miss: Cristiano Ronaldo museum set to debut in HK, expects to draw 12m visitors

A key highlight of the exhibition is "The rainbow", a visually striking installation from the FIFA Museum comprising the jerseys of all 211 FIFA Member Associations. This piece celebrates the global reach and diversity of the beautiful game, as well as its unique ability to connect people and nations.

To further evoke memories and inspire fans, a dedicated cinema space will screen the FIFA Museum's acclaimed short films, The Final and The Path of Champions. The exhibition also highlights specially curated objects and stories connected to football in Asia and Hong Kong, adding a regional perspective to the international collection.

Alongside objects from the official FIFA Museum collection, the exhibition will feature engaging and educational elements designed for school groups, families and younger visitors.

"We are excited to present 'FIFA Museum Hong Kong' and to bring the rich heritage and culture of the global game to audiences in this wonderful city. This special exhibition represents another important step in our mission to share the magic of football with everyone around the world," said Marco Fazzone, managing director of the FIFA Museum. 

“By presenting original objects and their stories from our official FIFA Museum collection, we look forward to offering visitors in Hong Kong a fantastic chance to experience football’s fascinating history, unforgettable moments and iconic teams and players that have shaped the game," he added. 

In tandem, Filipe Gonçalves, chairman of Asia Partners, said: “The exhibition will offer local football fans, cultural enthusiasts, kids and families, as well as tourists in Hong Kong and across the region, a unique opportunity to experience the rich heritage and global story of international football. We are very excited to contribute to making this cultural initiative possible and to welcoming it to Hong Kong.”

MARKETING-INTERACTIVE has reached out to FIFA Museum for more information. 

Football remains a major cultural and commercial draw in Hong Kong, and high-profile players have been increasingly engaging with the city. In June last year, Cristiano Ronaldo opened the first CR7 Life flagship store at Times Square in Hong Kong. The store was designed to rethink the shopping experience for his fans.

Ronaldo then expanded further with the CR7 Museum, which opened in July last year at K11 MUSEA in Tsim Sha Tsui. 

Meanwhile, across the globe, brands are gearing up for the World Cup with various partnerships and initiatives. LEGO for example, has tapped four of the world's biggest football stars including Ronaldo, Kylian Mbappé, Lionel Messi and Vini Jr. for a new global campaign that turns football fandom into a buildable experience. Under its new LEGO Editions platform, the brand is rolling out a slate of football-themed sets and fan activations designed to let kids, teens and families “build their dream team brick by brick” at home and in real life.

Coca-Cola, on the other hand, has released a new anthem for FIFA World Cup 2026: a reimagined  version of Van Halen’s iconic 1980s hit Jump, performed by global superstar J Balvin, singer-songwriter Amber Mark, guitarist Steve Vai, and drummer-producer Travis Barker. Accompanying the release is a vibrant animated music video which featured animated versions of the performers alongside a special appearance from football sensation Lamine Yamal, blending music, sport, and digital art into a genre-bending visual experience.

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