Looking Back on an Unforgettable Summer of Sport at McArthurGlen
This summer, our centres have been giving guests the opportunity to engage with some of the world’s most iconic sporting moments through innovative brand partnerships and memorable activations.
From Formula One to Wimbledon and the FIFA World Cup, our centres have demonstrated how powerful collaborations with brand partners can create experiences that resonate far beyond the transaction.
FIFA World Cup, Vancouver
In Canada, Designer Outlet Vancouver celebrated the city’s role as a FIFA World Cup host with The Great Soccer Social, a four-day activation that transformed the centre into a vibrant fan zone. Guests could watch live matches on a big screen, enjoy family-friendly football activities and experience a festive atmosphere created with international flags, team scarves and interactive photo moments.
Supported by partners including Alipay and local businesses like Lee’s Donuts, the activation helped bring the excitement of the tournament to life while driving guest engagement.
F1 x BOSS, West Midlands
To coincide with the British Grand Prix, guests visiting Designer Outlet West Midlands were invited to take part in an exclusive activation in collaboration with BOSS, the official apparel partner of the Aston Martin F1 team in 2026.
As part of the weekend event, F1 enthusiasts could enjoy an exclusive augmented reality experience using Apple Vision Pro headsets, and check out a replica of the Aston Martin Aramco team’s car for this season, which was on display in the centre.
Wimbledon x Polo Ralph Lauren, Serravalle
Meanwhile, Polo Ralph Lauren celebrated its long-standing connection with the tennis tournament, Wimbledon, through a dedicated capsule collection which was available in Serravalle for the first time. The centre engaged customers with the limited edition collection through a multi-channel campaign, combining digital storytelling and curated product content that generated strong engagement among guests.
Yoga, Paris-Giverny
The team at Paris-Giverny have been hosting free outdoor yoga classes every Sunday for visitors this summer, tapping into wellness trends and introducing fitness-lovers to the activewear brands on offer at the centre.
Active Days, Neumünster
As part of its summer in-centre programme, Neumünster dedicated one week to sports, outdoor activities and an active lifestyle. During the ‘Active Days’, the centre partnered with several sports and outdoor brands to create engaging experiences for guests and bring additional excitement to the centre.
Highlights included a barefoot trail experience by Kneipp, as well as a professional running gait analysis by Asics, helping runners better understand their movement patterns and find the right footwear for their needs.
Together, these initiatives show how our centres are connecting retail with the excitement, heritage and cultural relevance of sport to create timely, memorable brand-led experiences that add value for guests and showcase the expertise of our sports and outdoor partners.