Jeddah, Saudi Arabia: Souq7 has emerged as one of Jeddah’s most popular destinations during the FIFA World Cup 2026, transforming the Kingdom’s largest open-air souq into a vibrant hub for football fans, families and visitors. Through its extensive World Cup programme, the destination combined live match screenings, interactive entertainment and AI-powered experiences, attracting record crowds and reinforcing its position as one of the city’s leading lifestyle destinations.
Running throughout the tournament, which concluded on 19 July 2026, Souq7 welcomed thousands of visitors every evening to its Central Park and Al Kul Street. Fans gathered beneath one of Jeddah’s largest outdoor screens to watch matches together, creating a lively community atmosphere from the opening fixture through to the final.
Launched under the campaign theme “Play It with the Seven Tactics,” the World Cup programme also generated significant digital momentum. Souq7 reported a 304 percent increase in social media engagement, while the destination became one of the most searched locations on Instagram and TikTok in Jeddah, reflecting its growing popularity among residents and visitors alike.
One of the standout attractions was the Football Star Experience, an AI-powered activation located in Central Park. The experience allowed visitors to transform themselves into football stars through AI-enhanced portraits, with personalised digital images delivered instantly via QR codes for easy sharing on social media. The activation showcased how Souq7 is blending traditional marketplace culture with innovative digital experiences to create memorable moments for guests.
Beyond live football screenings, Souq7 introduced more than a dozen interactive attractions across the venue. Central Park featured football-themed roaming performers, the Header Challenge and the community Signature Ball, while Al Kul Street hosted Giant Foosball, Bumper Ball Game, Football Dart, Giant Target Shot, Win with Four and the Juggling Ball Challenge. These activities turned the destination into a festival atmosphere that continued late into the evening throughout the tournament.
Since opening in 2025, Souq7 has quickly established itself as one of Jeddah’s landmark destinations. During the World Cup, the venue welcomed more than 50,000 visitors in a single day, highlighting its growing appeal as a community gathering place.
“Every evening since the World Cup began, we have watched Jeddah come to Souq7. The energy across Central Park and Al Kul Street has been unlike anything we have seen before,” said Ayman Al Burti, CEO of Azad Properties.
He added that Souq7 reflects the ambitions of Saudi Vision 2030 by bringing together culture, innovation and community in one destination.
Although the FIFA World Cup has concluded, Souq7’s summer programme continues. Home to seven themed zones and more than 3,500 shops, the destination plans to host additional activations and entertainment throughout the season, ensuring visitors continue to enjoy new experiences and community events in the weeks ahead.
