Downtown Victoria to become World Cup fan hub with watch parties and summer-long celebrations

Downtown Victoria is preparing to become a gathering place for soccer fans this summer, with giant outdoor watch parties, street activations and more than 10 participating businesses joining a six-week effort to bring the excitement of the international soccer tournament to the city.

Mayor Marianne Alto and the Downtown Victoria Business Association unveiled the “Summer of Soccer” campaign Friday, a partnership designed to transform the downtown core into a destination for fans looking to experience one of the world’s largest sporting events, despite Victoria not being a host city.

At the centre of the initiative will be Market Square, where organizers plan to host a series of free public viewing events featuring a massive screen, concessions, music and family-friendly activities. The venue will welcome fans on opening weekend, the final weekend and several dates throughout the tournament.

Additional celebrations will begin June 14 and 15, with free activations planned at Ship Point and along Government Street.

“We really want downtown to be the place to come and watch international soccer,” said Jeff Bray, chief executive officer of the Downtown Victoria Business Association.

Organizers say the goal is to create a shared experience for residents. Visitors can also expect participating restaurants and bars across downtown to broadcast matches throughout the tournament, giving fans multiple places to gather before and after games.

“One of the really thrilling things about this opportunity is that it showcases once again what a sports city Victoria is,” Alto said.

More than 10 locally owned bars and restaurants are expected to participate, while public events at Market Square, Ship Point and Government Street will give residents opportunities to watch matches and take part in tournament-related activities.

“If your favourite country is playing, we want people to think about coming downtown and being part of that energy,” Bray said.

The campaign is being funded through a combination of contributions from the Downtown Victoria Business Association, the City of Victoria, provincial support and private-sector sponsorships. Bray said the business association alone is investing more than $100,000 in the initiative.

Bray said he expects thousands of people to visit downtown on game days as the tournament progresses, creating additional activity for local businesses and public spaces throughout the core.

A full schedule of viewing events, participating businesses and public activations will be released through the Summer of Soccer campaign in the coming weeks.