Over the next few weeks, people all over the globe will be watching as the World Cup games are played in Canada, Mexico, and the U.S. Retailers at Frankfurt Airport are joining the celebration of this momentous soccer event. Passengers can watch the games live or as replays in the airport’s marketplaces. Staff in all the shops and dining locations will be exchanging their usual uniforms for soccer jerseys from one of the participating countries. The jerseys are a sign of their enthusiasm for the World Cup and also demonstrate how Frankfurt Airport Retail is made up of unique, diverse individuals who all come together as a strong, close-knit unit.

Soccer spirit throughout the shopping and dining areas
In restaurants and shops, carefully curated World Cup-themed offerings and special sales await passengers. A dedicated campaign design, launched by Fraport’s retail management, serves as a visual theme throughout the entire terminal, bringing passengers, guests, meeters & greeters, and employees on a special journey of discovery.

The public screenings of the games will be hosted by two restaurants in the B non-Schengen food court – Anton & Anni and Falconi’s – as well as at the Origin Bar in Terminal 3’s non-Schengen central marketplace. In the transit area, passengers can get up close and personal with virtual players or test their goal-shooting skills at a soccer target wall. Winners will receive attractive prizes or gift certificates for nearby shops.

Babett Stapel, Senior Executive Vice President Retail & Real Estate at Fraport, said: “Soccer motivates, mesmerizes, and mobilizes. The sport offers great identification potential and unleashes people’s excitement and enthusiasm. This World Cup summer serves as the ideal framework for a sales promotion campaign as part of our ongoing retail marketing initiatives.”

Just like Frankfurt Airport itself, the World Cup brings together people from around the globe. During the tournament, Frankfurt Airport will combine the excitement of travel with the thrill of the World Cup. “We are bringing this special atmosphere into our marketplaces, adding even more variety to enhance the passenger experience at FRA. Thanks to continually changing campaigns, our passengers can discover Frankfurt Airport in a new light each time they travel through,” explains Stapel.

Frankfurt Airport’s retail activities and campaign designs are closely tied to events that excite and fascinate passengers and employees alike. Sporting events, in particular, have this type of activating effect. They enrich the entire shopping and dining experience in the terminals and motivate travelers to participate, discover, and enjoy. This is reflected in an outstanding passenger experience, and ultimately in increased revenues and concessionaire satisfaction.

The motto: “The Art of Retail in the Heart of Europe”
As an international air traffic hub, Frankfurt Airport is an important marketplace for retail, food and beverage outlets, and services, making it an exceptional location for brands and retail concepts. Across Frankfurt Airport’s two terminals, passengers, guests, and employees have access to around 230 retail outlets, including 170 shops and service providers, as well as 60 restaurants, bars, and cafés. In total, Frankfurt Airport features approximately 35,000 square meters of shopping and dining space. With the vision “The Art of Retail in the Heart of Europe,” the Retail Management Team at airport operator Fraport, led by executive board member Julia Kranenberg, combines its commitment to meeting passengers’ needs with inspiration and creativity, ensuring an excellent airport experience at one of Europe’s most important hubs.

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