The activation centered on the World Soccer Series Cup, where 480 young athletes competed under the gaze of city crowds. Representatives from CSTS and BVB awarded the Street Soccer USA Times Square Cup and CSTS Best Players trophies, marking a clear push to cultivate the next generation of football talent. For New York-based CSTS, the festival serves as a high-visibility proof of concept for its strategy to integrate sports, travel, and entertainment into a cohesive global ecosystem.
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CSTS Enterprises and Borussia Dortmund Transform Times Square
Times Square became a sprawling football pitch on October 10, 2026, as CSTS Enterprises and Borussia Dortmund launched a high-energy campaign. The event drew tens of thousands of spectators, blending professional sports marketing with grassroots youth development to anchor the BVB World Street Series in the heart of New York.
This partnership follows a series of high-profile mandates for the firm, including its role in the FIFA World Cup 2026 hospitality program and its appointment as the exclusive sales agent for UEFA EURO 2028 across several Asian markets. Abel Zhao, Group CEO of CSTS, noted that the collaboration aims to unlock cross-market opportunities through strategic brand exposure. Carlos Pulido, Regional Director of Sports at CSTS, emphasized that such activations are designed to strengthen commercial relationships while accelerating the global reach of the football brand. The companies intend to replicate these fan-focused experiences in additional international markets as their partnership matures.
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