Emirates FA Cup Transforms New York Into Soccer Capital Via First Ever US Tour

Stops at iconic landmarks, cultural happenings, collaborations with New York Knicks and Islanders, inner-city youth event, and surprise and delight moments highlighted by two sold-out Fifth Round match watch parties with legend Tim Howard all part of whirlwind week

The Emirates FA Cup Takes Over New York With Unprecedented US Tour

The esteemed Emirates FA Cup made it to the New York area last week, sharing soccer’s oldest national knockout competition, with many established and new fans alike at iconic landmarks and cultural happenings. This was part of an inaugural United States trophy tour scoring points and social posts with thousands of casual and diehard football fans, celebrities, youth groups and athletes. The popular event was put on by English Football Association (The FA), the not-for-profit governing body of football in England, founded in 1863. The Sports Techie community blog is delighted to share information about the Emirates FA Cup with our followers and readers especially in light of the inspiring Black Star partnership aimed to grow the sport in Africa-American communities through an inner-city youth event, and also the two sold-out, sports tech enhanced, Fifth Round match watch parties with legend Tim Howard held in conjunction with ESPN+, the broadcasting partner. Participation by the New York Knicks and Islanders made this a sport-centric get together worthy of the Big Apple and The FA.

NYC Takeover

The electric New York ‘Takeover’ featured a special event held pregame at Madison Square Garden with Knicks star Josh Hart and soccer legend Tim Howard; a visit to UBS Arena for a pregame meet and greet with Islanders fans (and their UK supporters group who happened to be on hand that night); a stop in with John Oliver at the Beacon Theater; and visits to other New York landmarks like the board at NASDAQ, Central Park, Brookyln Bridge, 30 Rockefeller Center and the Empire State Building. Additionally, local soccer influencers like Alexis Guerrero took the cup to his favorite NYC spots such as L’Industrie Pizzeria; Dylan Sadik, aka “The College Cuber” reimagined the trophy using Rubik’s cubes for fans to enjoy; and Frankie Flo freestyled alongside the famous silverware.


Black Star

The FA is responsible for promoting and developing every level of the game, from grassroots through to the professional game. This mission was highlighted on the tour through Black Star, a pioneering program dedicated to fostering the growth of soccer in Black American communities. A special clinic was also held at SoFive in Brooklyn. The event aimed to inspire the next generation of soccer players, while also highlighting the importance of diversity and representation within the sport. DaMarcus Beasley, renowned U.S. Soccer legend and Emirates FA Cup veteran, headlined the event and led a soccer clinic alongside local coaches. Beasley shared his personal soccer journey, spanning both sides of the Atlantic, and offered invaluable life and game insights to aspiring players. All participants then earned a special NYC Takeover branded goodie bag with a branded bottle and shirt.

Speaking after the event, Beasley said, “Black Star teaming up with the Emirates FA Cup to grow the game in black communities and inspire the next generation is so important. Programs and clinics like these are much needed. My time spent with the kids was so much fun. To be able to watch them compete, learn and have fun was the best outcome I could have asked for.”

For Soccer is the preeminent soccer marketing, media, and experiences company formed through the merger of For Soccer Ventures and Gilt Edge Soccer Marketing.

More Activations

The tour was capped by a pair of sold-out viewing parties of the Emirates FA Cup Fifth Round at Moonlight Studios in Soho, where one lucky fan (and a plus one) won the Grand Prize to be a guest of The English Football Association (The FA) for the Emirates FA Cup Final at Wembley Stadium in London this May.

James Gray, Commercial Director at The FA, said, “We were delighted to bring the Emirates FA Cup to the US for this historic trophy tour. It’s an exciting time for the game in the US, with the ongoing growth of soccer evident to see, especially with the FIFA World Cup just a couple of years away. The trophy tour was an ideal opportunity to bring US fans closer to this iconic competition through the Watch Parties in collaboration with our broadcast partners ESPN+, and it was special to meet and engage with new audiences at these events.”

Sports Techie, this celebration of Black football culture was indeed a showcase for the vibrancy and resilience of Black communities in both the America and the United Kingdom.

A virtual shout out goes out to For Soccer, the preeminent soccer marketing, media, and experiences company formed through the merger of For Soccer Ventures and Gilt Edge Soccer Marketing, for Black Star and inviting the 75 participating youth that that won’t soon forget this lifetime experience, provided by the Emirates FA Cup on its first ever US Tour.

Bravo, cheers and word to all.


See you later sportstechie in Seattle, Atlanta and around the world!

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