The Yard at 40 College Ave. in New Brunswick — Courtesy: New Brunswick Development Corp.
By Joshua Burd
A piece of Rutgers University’s New Brunswick campus will become a hub for soccer fans this summer as the city’s official watch party headquarters for the 2026 FIFA World Cup.
Local officials announced last week that The Yard, a mixed-use site with a large outdoor courtyard, will broadcast every match on its 350-square-foot jumbotron overlooking College Avenue. That figures to draw students, residents and visitors from across the region to celebrate the world’s most popular sporting event, which runs from June 11 to July 19, including a final that will take place at MetLife Stadium in East Rutherford.
Located at 40 College Ave., The Yard opened in 2016 as part of a project by New Brunswick Development Corp., bringing 160 apartments for undergraduates and some 15,000 square feet of retail space to the heart of the College Avenue campus.
“Few events bring the world together quite like the FIFA World Cup, and New Brunswick is proud to be part of that global celebration,” Mayor Jim Cahill said. “Hosting World Cup watch parties at The Yard gives our residents, students and visitors an opportunity to experience the excitement of the tournament in a fun and welcoming environment. We are grateful to The Yard and the New Brunswick Development Corporation for creating a space where our community can come together, celebrate the game and enjoy the energy and diversity that make New Brunswick such a special place.”
The Yard, part of a historic makeover at the campus that spanned multiple phases, has become a destination on game days and for many other types of events. Its 25,000-square-foot public green sits at the center of the 14-story, U-shaped residential building at the corner of College Avenue and Hamilton Street.
The space includes outdoor seating throughout the courtyard, although officials encouraged fans to bring their own lawn chairs or blankets to watch the matches on the big screen. Additional programming will be announced as the tournament approaches.
“The Yard has always been a place where people come together,” said Christopher Paladino, president of New Brunswick Development Corp. “There is no event in the world that generates more passion and enthusiasm than the World Cup, and The Yard is the perfect place for the diverse culture of New Brunswick to come together to celebrate.”
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