The MetroWest Boston Visitors Bureau is leading a regional initiative to create a Fan Zone experience throughout MetroWest during the 2026 FIFA World Cup™. The Fan Zone will operate across multiple days and locations, bringing the excitement of the World Cup directly into several MetroWest communities.
Each Fan Zone will feature a watch party on a jumbotron surrounded by a festival environment including a beer garden, food trucks, vendors, interactive activities, and live entertainment.
Attendance is projected at 1,500–3,000 guests per day. Foot traffic will be driven through a robust marketing campaign including print, digital, and social advertising, the official Fan Zone Guide, media outreach, and out-of-home advertising (billboards, commuter rail trains and stations, etc.). The Fan Zone Guide will be printed and distributed in the Fan Zone, at hotels and through local partners. It will also be distributed digitally on the websites of the MetroWest Boston Visitors Bureau, Meet Boston, FIFA World Cup™ Boston 26, VisitMA.com, Discover New England, MetroWest municipalities and chambers of commerce, advertisers, regional hotels, additional partners and promoted throught an ad campaign for total estimated impressions of 8.86 million.
Fan Zone Locations
Marlborough:
The Marlborough Fan Zone will run June 11–13 (Opening Weekend), showcasing four games at Kelleher Field’s complex:
Franklin:
The Franklin Fan Zone is scheduled for June 25–26. The Fan Zone will be located on the Franklin Town Common and (pending final approval) at Hayward Manor, across the street. Featured games include:
How to Get Involved
Your company can be part of the excitement through a vendor booth and brand activation. There are limited booths available. Pricing includes a 10×10′ booth and is per Fan Zone location and based on the type of business as follows:
| Type of Booth/Business | Marlborough (3 days) |
Franklin (2 days) |
| Retail Vendor (brick and mortar business selling goods in their booth) |
$450 | $300 |
| Arts & Crafts Vendor (home business selling handcrafted goods–please note, you MUST fill out a preapproval form here and receive an acceptance before contracting for booth space) |
$150 | $50 |
| Non-Profit (local non-profit business NOT selling goods; booth is building awareness for their cause, providing a free activity for visitors or handing out literature) |
$75 | $50 |
| Electricity (limited number of spaces, must book at time of contract) |
$10 | $10 |
Exposure & Benefits
Have questions? Explore the FAQs below for important details about vendor applications, pricing, logistics, and event policies.
What size are the booths?
The booths are 10’x10′.
Can I sign up for a double booth?
Yes. Please email us to coordiante a 10’x20′ booth. Double booth fees will apply, which must be paid in advance to secure your booth.
Who sets the booth pricing and is it negotiable?
The pricing has been set by the municipalities and is not negotiable.
I am a crafter. What if I sell out before the end of the festival? Can I get a refund on my booth fees?
Booth fees are non-refundable, even if you are a no-show. You can, however, “sublet” your booth to another crafter and have them pay you the daily fee.
Can I share a booth with someone else?
Yes, though one needs to be the lead organization to fill out the contract and pay the fees. Please indicate on your contract in the “Notes” section the name and contact info for the other organization. If you are a crafter, the person you are sharing with will also need to fill out the pre-approval form and be accepted to be included.
Are booth fees refundable?
No, booth fees are non-refundable.
How do I reserve my space?
To reserve your space, please fill out the form below based on your type of business. Please note that this is a curated festival with limited space and not all arts & crafts vendors will be accepted. Crafters must fill out a pre-approval form at www.metrowestvisitors.org/vendors-apply to apply. You will then be notified of acceptance and can fill out the contract for your booth. Your booth is not secured until payment is made.
Can non-profit booths accept donations on site?
Yes, non-profit organizations may accept donations at their booth. However, if you plan to sell goods, services, memberships or merchandise, you must register as a retail vendor.
Can I offer a free or fee-based activity in my booth?
Yes, though your activity must fit within your booth space. You will need to register as a Retail Vendor if you are charging for your activity, regardless of whether you are a non-profit or for-profit company. If you would like to offer a larger activity, please consider hosting a brand activation booth to promote your brand and attract large numbers of visitors.
Is the event rain or shine?
Yes, all Fan Zone events are rain or shine.
Can food vendors participate in the Fan Zone?
Food vendor participation is limited and subject to coordination with each municipality and existing food truck vendors. At this time, we are not actively accepting food vendor applications. Please check back for updates.
Can restaurants or bars participate?
Yes! Restaurants and bars are encouraged to participate through brand activations and may offer unique opportunities to engage with attendees.
Who do I contact with questions?
Please feel free to contact Alissa Weintraub at alissa@metrowestvisitors.org or Julie Shaw at julie@metrowestvisitors.org. They are happy to help and advise!
