In the organizer's words:
Riem Arcaden opens World Cup studio for the men's soccer World Cup
Experience area with soccer studio, betting game and promotions
Munich, June 3, 2026 - Riem Arcaden is all about soccer this summer: from June 11 to July 18, the shopping center will transform a store on the second floor into the RIA World Cup Studio. Visitors can expect an experience area dedicated to the World Cup with up-to-date information, hands-on activities and competitions.
The centerpiece of the lounge is an LED screen measuring more than twelve square meters, on which reports, background information and current information on the World Cup will be shown throughout the day. The offer is complemented by grandstand areas, table football and other interactive elements that invite visitors to linger and participate.
"Many of our visitors are following the World Cup with great enthusiasm. With the RIA World Cup Studio, we are creating the opportunity to find out about the latest World Cup events while shopping or visiting Riem Arcaden and to experience the special atmosphere of the tournament," says Marc Hajjar, Senior Marketing Manager of Riem Arcaden.
A special highlight is the big World Cup betting game, which is being organized together with Radio Energy. Visitors can submit their tips for the matches of the week using a QR code. For every correctly guessed game, a ticket goes into the prize pot. Participation is possible every week. At the end of the campaign, a center voucher worth 2,000 euros will be lotteried among all participants.
Radio Energy will also be live on site several times during the campaign period and will provide entertainment with a soccer quiz, competitions and other program items.
In addition, the RIA World Cup studio will offer regularly changing hands-on activities. Among other things, creative DIY offers and other program items for different target groups are planned.
Lucky tickets will also be distributed throughout the center. Anyone who wins one of the 1,500 tickets has the chance to win gift cards worth up to 200 euros.
Further information on the promotions and event dates can be found on the Riem Arcaden channels.
About the Riem Arcaden
The center, which opened on 10 March 2004, is part of the portfolio of Union Investment's UniImmo: Deutschland open-ended real estate fund. With around 61,000 m² of retail space, Riem Arcaden offers space for more than 140 specialist stores, restaurants and cafés. In addition to the three-storey shopping center with its own parking garage (2,700 parking spaces), the building ensemble with a total of approx. 122,500 m² of rental space includes the Novotel Neue Messe München, a Motel One, apartments, a cultural center and an office building.
Riem Arcaden is visited by a good nine million people every year, which corresponds to an average of 26,000 visitors per day.
More at www.riemarcaden.de.
About Sonae Sierra
Sonae Sierra is a multinational and integrated real estate company focused on urban transformation and innovation. With projects in over 35 countries, the company currently manages assets worth around EUR 7 billion. Sierra's sustainability strategy is a key feature and one of the main pillars of the company's positioning in all business areas.
Sierra has a strong reputation as an expert in leading real estate solutions that create value for society. The company focuses on long-term relationships with leading investors. Its vertically integrated offering includes bespoke investment vehicles and the development and modernization of sustainable, mixed-use urban spaces (residential, office, retail and leisure). Sierra offers a complete and integrated platform for all real estate services. Sierra manages a portfolio of resilient assets that are ready for the challenges of the future.
For more information, please visit www.sonaesierra.com.
