PlayBeautiful - the 2010 World Cup Experience - is NYC's pop-up match-viewing hub. The central feature of the PlayBeautiful Pop-Up Shop is an indoor stadium, provided in partnership by Stadium Solutions, where soccer fans can enjoy real-time match viewing. PlayBeautiful also hosts the PlayBeautiful World Cup Store - featuring officially-licensed apparel by Adidas, Nike, Umbro, Puma, custom jerseys, and more - a mini training ground for live soccer demos, a Sony PlayStation gaming zone, and a curated concessions area, offering a range of foods, drinks and "world cupcakes" prepared by local chefs.

Stadium seat and general admission reservations for ALL REMAINING MATCHES are now available online. Please note that general admission reservations are only guaranteed up until 30 minutes before the beginning of every match.

Sign up for the PlayBeautiful daily newsletter to be notified of updates and featured programming, and visit the PlayBeautiful Event Calendar for a full roster of the local activation schedule, match times, player appearances, live demonstrations, film screenings, private events and more.