From Centennial Olympic Park to brand-new mixed-use hubs like The CTR, Atlanta has built a walkable FIFA World Cup-ready district of venues, fan zones, food halls, and cultural spaces designed for global sports events.
It was all-hands-on-deck before FIFA World Cup festivities took over one of the country’s most active soccer cities. The Stadium: upgraded. The MARTA transit system: updated. Potholes: filled. Starting on June 15, Atlanta is hosting eight matches during the FIFA World Cup 2026 in the Atlanta Stadium, also known as Mercedes-Benz Stadium. For those without a ticket to the main event, there’s no need to miss out on the action, thanks to the numerous venues, fan zones, and activations set up through the city’s various gathering hubs.
As SportsEvents learned firsthand on a recent visit to the city, the official FIFA Fan Festival Atlanta is transforming downtown into a month-long celebration of soccer, music, and culture during the World Cup 2026, offering fans a free gathering place to experience the tournament beyond the matches at Atlanta Stadium.
Built around the theme “Global Game. Atlanta Sound.,” the festival highlights the connections between soccer and the diverse communities that shape the city. The Main Stage features a mix of emerging Atlanta artists and globally influenced performers, with entertainment curated to align with the countries playing in Atlanta. Music, dance, and cultural performances will bring the traditions and energy of participating nations to life while showcasing the city’s own creative talent. The centerpiece of the festival is The Pitch, a dedicated fan zone featuring 4v4 tournaments, youth clinics, freestyle soccer demonstrations, live studio programming, panel discussions, and local performances. The area is designed to give fans opportunities to play, learn, and engage with the sport throughout the tournament. Families can visit The Playground, which offers soccer-themed games, flag painting, face painting, children’s performances, and roaming entertainers. Meanwhile, Georgia Street serves as a marketplace for local food vendors and artisans, creating a vibrant showcase of Atlanta’s culinary and creative communities. Together, the festival’s programming celebrates Atlanta’s role as a World Cup host city while connecting fans through soccer, culture, and community.
The Rebirth of The CTR, Atlanta
In 2020, news network CNN announced that it would relocate its Atlanta operations back to the Turner Broadcasting Techwood campus in Midtown Atlanta. The CNN Center, one of the city’s most iconic landmarks, was acquired by CP Group in 2021. On April 4, 2024, CP Group announced that CNN Center would be renovated, and the space was eventually rebranded as “The CTR.”
After a major refresh, The CTR has finally opened its doors to the public, just in time for the World Cup festivities.
Welcoming visitors into the building is a brand-new ATL letter installation that has replaced the 5,000-pound red-and-white CNN logo, which was rehomed from its 25-year spot on the sidewalk to the CNN Midtown campus in 2024. Designed by SCAD alumnus Michael Porten, the sculptural structure sits at a South entrance and functions as a programmable digital asset. Its face panels can display rotating content, while its internal programming allows for motion-based visuals and out-of-home advertising-style messaging. Operators describe it as both public art and a dynamic communications tool, with content expected to shift throughout FIFA programming and future major events.
Atlanta-based muralist and multimedia artist Fabian Williams was commissioned to create a large exterior mural that marries together historical symbolism and forward-looking imagery. The piece incorporates references to Atlanta’s civic and cultural figures, including nods to Ted Turner, Arthur Blank, and other local influences, layered into a visual structure described as the “DNA” of the building. A blacklight-responsive lighting system has been programmed to activate the mural at night, shifting its appearance during major events and FIFA fan traffic.
Inside, The CTR is organized around a series of flexible event environments. The project is designed as more than a venue: it’s a layered activation hub for planners looking for fan engagement, culture, and large-format event production in one place, in a walkable district near Centennial Olympic Park
The main atrium has been reconfigured from a previously segmented layout into a more open arrival zone designed to accommodate heavy pedestrian flow during peak event days. A digital directory system has been installed to provide interactive navigation across the building and surrounding district, helping World Cup visitors orient themselves between nearby venues, including Mercedes-Benz Stadium and State Farm Arena.
The mixed-use concept is intentionally flexible, built to scale from small cultural programming to high-capacity fan experiences and international sponsor activations tied to the FIFA World Cup 2026 activity.
Event planners have access to multiple activation zones across the property. Configurable spaces include open lounge areas, sponsor-ready staging zones, and modular seating arrangements that can support everything from media activations to fan festivals. The design allows furniture and installations to be rapidly moved or removed as needed, enabling quick transitions between public access and private events.
Anchoring the space is CTR Food Works, a food hall with 11 dining concepts and a central bar—the largest in Georgia. The food hall accommodates approximately 500 guests, while the bar seats 65-90 guests, with additional standing capacity expected during peak FIFA activation periods. Adding to The CTR’s hospitality footprint is an oyster bar and rotating chef-driven counters.
Operators include Gainesville Hospitality, known for Chattahoochee Food Works, alongside chefs with Michelin recognition. Concepts span breakfast, pastry, seafood, Italian, burgers, and taqueria-style offerings, designed to provide continuous service throughout long event days.
Upper-level areas include large-scale event zones that can host more than 500 guests in reception configurations. The CTR’s programming team is also developing karaoke and entertainment venues, as well as immersive gaming-style experiences.
The space is also preparing for future events such as the NCAA Final Four and the Democratic National Convention, with built-in infrastructure for fan zones, live broadcasts, and custom brand activations. With construction and programming continuing to roll out in phases, The CTR is being positioned as a year-round activation engine for downtown Atlanta—one that aims to keep the World Cup energy flowing well beyond match day.
Georgia World Congress Center Sets the Stage
During the FIFA World Cup 2026, Atlanta state leaders are inviting both visitors and residents to experience Georgia beyond the pitch through an immersive fan celebration designed to showcase the state’s culture, hospitality, and economic strength.
The free event, “Georgia, the Whole Day Through,” will be held at the Georgia World Congress Center, just steps from Centennial Olympic Park and Mercedes-Benz Stadium, during Atlanta’s World Cup match dates.
Spanning roughly half an acre, the activation will feature Georgia music, art, food, beverages, and interactive exhibits highlighting the state’s diverse regions, industries, and attractions. The experience is designed to give international visitors and soccer fans a deeper connection to Georgia while celebrating the global attention brought by the tournament.
The event is a partnership between the Georgia Department of Economic Development and the Georgia World Congress Center Authority, whose downtown campus will serve as a hub for fan activities throughout the tournament.
With thousands of fans expected to gather in downtown Atlanta throughout the tournament, organizers hope the celebration will highlight not only the excitement of world-class soccer, but also the culture, communities, and opportunities that make Georgia a destination long after the final whistle.
Beyond the Match
Atlanta has one of the most walkable downtowns, with many major attractions sitting right next to each other in Pemberton Place. The CityPASS® allows visitors to access Atlanta’s main tourist attractions at a discounted rate with one convenient ticket. Included in the pass is general admission to: Georgia Aquarium, World of Coca-Cola, Zoo Atlanta, Fernbank Museum of Natural History, College Football Hall of Fame, and the National Center for Civil and Human Rights.
Located two blocks from Atlanta Stadium and steps from Centennial Olympic Park, the Chick-fil-A College Football Hall of Fame is hosting live matches on their 36-foot videoboard. With ticket entry, visitors of all ages can take part in match-day extras and fan experiences. On Atlanta match days, food and beverage options are available, along with extended hours (from 9 a.m. to 6 p.m. on June 13-July 1, July 7, and July 15) so fans can stop by after the game.
Another mandatory stop in Atlanta, the Georgia Aquarium is famously known as the largest aquarium in the Western Hemisphere, and the only aquarium in North America to house a whale shark. And in the age of automation and AI, there are real, knowledgeable staff at each exhibit explaining underwater mysteries and answering any questions guests may have. This summer, the aquarium is hosting Glow Nights. Free with admission, the immersive experience is running daily through August 9. Featuring glowing décor, live music, acrobats, and aerialists, Glow Nights transforms the ocean into a colorful after-dark celebration. Guests can enjoy glow-in-the-dark face painting, interactive activities, and themed food, and drinks inspired by the deep sea. Just a short walk from Atlanta Stadium, it’s the perfect way to end a match day.
It’s not an Atlanta experience without a stop at World of Coca‑Cola. At the Coca-Cola Ultimate Fan Experience, guests can experience immersive photo opportunities, exclusive merch, and refreshing FIFA-inspired drinks in souvenir cups against the cityscape. Inside, the World of Coca-Cola Scavenger Hunt takes place on select match days. Pick up your passport and collect clues to unlock a Spin to Win moment.
Whether you’re catching the game from inside the stadium, at FIFA Fan Festival™ Atlanta, or at any of the city’s soccer bars, the city offers countless ways to be part of the World Cup experience. Here, the tournament extends far beyond the final whistle: through live music, global cuisine, watch parties, and celebrations that reflect the city’s diverse communities. As fans from around the world gather in Georgia’s capital, Atlanta’s deep-rooted soccer culture takes center stage. In this city, the beautiful game is as much about connection and community as it is about what happens on the pitch.
