The MetroWest Boston Visitors Bureau (MBVB) has been awarded a $50,000 Round Three Sports and Entertainment Events Grant from the Massachusetts Office of Travel and Tourism (MOTT) to support public safety expenses associated with the MetroWest Regional Fan Zones, a series of officially licensed FIFA World Cup™ watch party events taking place in Marlborough (June 11-13) and Franklin (June 24-25).
The award builds upon a previous Round One Sports and Entertainment Events Grant of $120,000 received by MBVB to support planning, infrastructure, marketing, logistics, and public safety costs for the initiative.
The MetroWest Regional Fan Zones are among only a handful of officially licensed FIFA World Cup™ public viewing events in Massachusetts authorized to livestream tournament matches. The two locations are expected to attract thousands of residents and visitors during the tournament, creating a unique opportunity to celebrate the world's largest sporting event while showcasing MetroWest as a premier destination for tourism, culture, and community.
"The most meaningful legacy of the World Cup will be found in the communities that use this moment to strengthen partnerships, celebrate their unique identities, and create experiences that inspire people to return, invest, and engage for years to come,” said Kate Fox, Executive Director at the Massachusetts Office of Travel and Tourism. “We at MOTT are committed to helping shape that legacy by ensuring communities across the Commonwealth, like MetroWest, have the opportunity to participate in and benefit from this extraordinary global moment."
"The Commonwealth's investment through the Sports and Entertainment Events Fund has been instrumental in turning an ambitious regional vision into reality," said Stacey David, Executive Director of the MetroWest Boston Visitors Bureau. "What began as a conversation about how MetroWest could participate in the excitement of the FIFA World Cup has evolved into a major regional initiative that will bring residents together while also welcoming visitors from across Massachusetts, the nation, and around the world. We are excited to showcase our vibrant communities, local businesses, and cultural assets to an international audience."
The MetroWest Regional Fan Zone initiative traces its origins to April 2024, when the MetroWest Boston Visitors Bureau began discussions with Boston World Cup, the FIFA World Cup 26™ Host Committee for the Boston region, regarding opportunities for MetroWest communities to participate in tournament-related programming.
Throughout the spring and summer of 2025, conversations with municipalities across the region led to the City of Marlborough and the Town of Franklin emerging as host communities for the MetroWest Regional Fan Zones.
Since then, the initiative has grown into a broad regional partnership. The City of Marlborough, the Marlborough Economic Development Corporation (MEDC), the Town of Franklin, and Franklin's Recreation Department have served as lead partners for planning, logistics, operations, and event support. The Marlborough Regional Chamber of Commerce (MRCC) and MetroWest Chamber of Commerce joined the partnership to assist with fundraising, business engagement, vendor recruitment, and community outreach, while MBVB coordinated overall project management, marketing, sponsorship development, and vendor solicitation.
The MetroWest Chamber of Commerce also played a key role in ensuring accessibility and inclusion by providing translation support for event materials.
"This initiative represents exactly the kind of regional collaboration that drives economic development," said Meredith Harris, Executive Director of the Marlborough Economic Development Corporation. "Not only will these events bring visitors directly into Marlborough and Franklin, but the Fan Zone Guide also encourages attendees to explore the entire MetroWest region through curated 'Stay and Play' recommendations. That means more visitors discovering our restaurants, retailers, attractions, hotels, and small businesses long after the final whistle blows."
"As a community that values both creativity and culture, Franklin is thrilled to support local artists and makers through curated arts and crafts markets at both Fan Zone locations," said Cory Shea, Director of Arts, Culture and the Creative Economy for the Town of Franklin. "These events provide visitors with an opportunity to take home unique, handcrafted souvenirs while supporting the talented creative entrepreneurs who help make our communities special."
"The generosity of our corporate sponsors and community partners has been essential to making these Fan Zones free and accessible for everyone," said Michelle Mercier, President and CEO of the Marlborough Regional Chamber of Commerce. "Their support has allowed us to create an exciting, family-friendly celebration that welcomes residents and visitors alike to experience the spirit of the World Cup together. The business community has embraced this opportunity to showcase MetroWest on a global stage, and we are proud to have helped connect local companies with an event that will generate economic activity and regional visibility long after the tournament ends."
"We are delighted to have helped create multilingual Fan Zone Guides and event signage so that all of our Spanish- and Portuguese-speaking friends—whether residents or visitors—feel welcomed and included," said Reyad Shah, President and CEO of the MetroWest Chamber of Commerce. "The diversity of the match schedule reflects the diversity of our region, featuring not only a United States match, but also two Brazil matches, two Scotland matches, and games involving Mexico, Haiti, Ecuador, Morocco, Canada, Switzerland, Germany, Tunisia, and the Netherlands. We wanted fans from many of the communities that call MetroWest home to have an opportunity to celebrate together."
In addition to state funding, the MetroWest Regional Fan Zones are supported through a diverse coalition of sponsors, community partners, vendor participation fees, and advertising opportunities.
Major FIFA-approved sponsors include Southwick's Zoo, Dean College, Brazilian Times, and Michelob Ultra, the title sponsor of the Michelob Ultra Beer Garden at the Franklin Fan Zone.
Additional event support has been provided by a variety of community and corporate partners. Lawson's Finest Liquids is the lead partner for the Beer, Wine & Cocktails Garden at the Marlborough Fan Zone. Sartorius, Shaw's, Quest Diagnostics, Alltown Fresh, the MetroWest Regional Transit Authority (MWRTA), Franklin Youth Soccer, and Daddario Hardware have helped support the event through free hosted activities, interactive fan experiences, and other event contributions. Additional funding has been generated through vendor participation fees and advertising opportunities on the Fan Zone jumbotrons between matches, and through Local Cultural Council grants awarded by Marlborough, Franklin, Bellingham, Natick, and Wayland, to support both the Fan Zone events and the production of the official Fan Zone Guide.
Organizers also expressed gratitude to the Anglican Church of the Redeemer, whose generous support in providing use of the Hayward Manor property has made it possible to expand the Franklin Fan Zone with a dedicated beer garden and jumbotron viewing area adjacent to the Town Common.
The MetroWest Regional Fan Zones will feature giant-screen broadcasts of FIFA World Cup™ matches, live entertainment, food trucks, local vendors, arts and crafts exhibitors, family activities, beer gardens, and cultural programming designed to celebrate the international spirit of the tournament.
The MetroWest Boston Visitors Bureau is a non-profit organization focused on promoting travel and tourism throughout the 19 towns of the MetroWest region: Ashland, Bellingham, Framingham, Franklin, Holliston, Hopedale, Hopkinton, Hudson, Marlborough, Medway, Milford, Millis, Natick, Northborough, Sherborn, Southborough, Sudbury, Wayland, and Westborough. For more information, please visit the MBVB website at www.metrowestvisitors.org.
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