FRANKLIN, Mass. - For five days in June, MetroWest became a place where the world came together—not only to watch soccer, but to celebrate cultures, communities and the universal language of sport.

More than two years in planning, the MetroWest Regional Fan Zone initiative generated 16,437 advance registrations for five days of free World Cup celebrations in Marlborough and Franklin. As one of only a handful of officially licensed FIFA World Cup™ watch party experiences in Massachusetts, the initiative transformed two communities into vibrant gathering places where thousands experienced the excitement of the tournament together. Attendees watched matches on giant LED screens while enjoying live music, local food and beverages, family activities, and dozens of local vendors, nonprofits and community organizations.

The events were free to everyone thanks to more than $200,000 in privately raised cash and in-kind contributions, along with $170,000 in state grant funding through the Sports & Entertainment Events Fund Grant administered by the Massachusetts Office of Travel and Tourism.

“Watching thousands of people from different countries, cultures and communities celebrating side by side was a reminder that sports have a remarkable ability to bring people together,” said Stacey David, Executive Director of the MetroWest Boston Visitors Bureau. “We set out to create places where people could experience the excitement of the World Cup together, and what we witnessed over those five days exceeded every expectation. We couldn’t be prouder to have welcomed the world to MetroWest.”

In Franklin, the celebration took place June 24-25 at the Franklin Town Common and adjacent Hayward Manor, where nearly 4,000 people attended on Wednesday and an estimated 3,400 attended on Thursday following more than 7,700 advance registrations.

By kickoff, Hayward Manor had transformed into a patchwork of national colors. While the games captivated adults, the Common belonged to the kids. Soccer balls rolled across the grass in every direction as children challenged each other at Franklin Youth Soccer’s kick walls, posed for photos with New England Revolution’s defender Andrew Farrell and mascot Slyde, and raced to be first in line for the giant inflatable obstacle course, forming a queue almost as soon as it finished inflating. Kids cooled off with ice cream while adults relaxed with wine slushies from La Cantina Winery in the Michelob Ultra Beer Garden. Fifty-three vendors, including restaurants, breweries, retailers, nonprofits and community organizations, kept the festival buzzing throughout both days.

One of the event’s most memorable surprises greeted organizers on the morning of June 25, when they discovered that members of Scotland’s famed Tartan Army had “coned” the Ben Franklin statue outside the Franklin Public Library overnight—a lighthearted tradition that has become synonymous with Scottish soccer supporters around the world. 

The Fan Zones were designed not only to create memorable World Cup experiences, but also to encourage visitors to discover everything MetroWest has to offer. Throughout both events, attendees explored local businesses, attractions and communities before and after the matches. One attendee shared that he went to Marlborough for the United States match because he didn’t want to watch the game alone in his living room. Two weeks later, he returned to Franklin with Ecuadorian and German friends so they could cheer on their teams together—a moment that perfectly captured the spirit of the MetroWest Regional Fan Zones.

“That’s exactly what we hoped these Fan Zones would become,” said Stacey David, “places where people could celebrate with friends, neighbors and even strangers while exploring MetroWest.”

The MetroWest Boston Visitors Bureau extends its sincere appreciation to the City of Marlborough, the Town of Franklin, the Marlborough Economic Development Corporation, the Marlborough Regional Chamber of Commerce, the MetroWest Chamber of Commerce, the Anglican Church of the Redeemer who owns Hayward Manor, municipal staff, public safety personnel, volunteers, community partners, media partners, and the many organizations whose collaboration, generosity and countless hours of work brought this ambitious regional initiative to life. Special thanks also go to sponsors Michelob Ultra, Southwick’s Zoo, Dean College and Brazilian Times, as well as partner Lawson’s Finest Liquids, for helping make these free community celebrations possible.

For more information on the MetroWest Boston Visitors Bureau, please visit the MBVB website at www.metrowestvisitors.org.