Calgary may not be a host city for the FIFA World Cup, but there are still plenty of ways for fans to take in the tournament atmosphere across the city. The World Cup kicks off Thursday, and Cavalry FC, in partnership with Southcentre Mall, is setting up a dedicated viewing space for supporters. Beginning Thursday, the mall’s centre court will be transformed into an interactive soccer destination, featuring large screens, themed visuals and activities aimed at bringing fans together. Calgary Farmers’ Market will also broadcast matches on big-screen televisions at both its south and west locations during regular business hours. Vendors will offer food and drink options inspired by countries competing in the tournament. The City of Calgary is also organizing outdoor watch parties for Canada’s group stage matches at Eau Claire Plaza. An additional public viewing event for the tournament final is scheduled for July 19 along Stephen Avenue. Beyond these larger events, smaller watch parties are expected to take place throughout the city, with fans gathering in local venues and community spaces to support their teams. For those staying home, World Cup matches will be available on TSN, CTV and RDS. CONSUMER DEMAND Calgarians have been doing their best to get their hands on World Cup gear. At Team Town Sports in the northwest, manager Corey Longo says jerseys and hats have been flying off the shelves. “It’s been a lot of Canada, being its first time (hosting),” he told CTV News. “So that doesn’t surprise me. But we’re (also) seeing a lot of different countries - a lot of interest in Croatia, Scotland, Germany and England. It’s been all over the place.” Retailers say demand for merchandise has been especially high in the lead-up to games. That means some have struggled to bring in enough product - though Team Town has the opposite problem right now. “We have more Canada jerseys coming in, so I’m really hoping they win the first game on Friday,” Longo said. And it’s not just clothing that’s being snapped up. Coke Canada Bottling has been getting in on the fun, producing millions of limited-edition collectible country cans. “Fifty per cent of Canadians will cheer for Canada and a secondary team, if not more,” said Konrad Kiss. “So the seven countries we’ve selected to produce, in addition to Canada, are among the most popular teams in the world.” Argentina, Brazil, England, France, Germany, Portugal and Spain are included. For everyone else, bottles are being made with hidden collectible World Cup Panini stickers under peel-back labels.
