A soccer-themed carnival presented by Bailian Group launched in Shanghai on June 12 and is currently underway at multiple shopping venues across the city.

The carnival runs through July 19 and features a series of sports-themed retail activations, esports competitions, fan engagement events, and interactive installations.

From June 12 to July 12, the sunken plaza at Bailian Xijiao Shopping Center is hosting a soccer-themed night market every Friday to Sunday. The market features interactive games, food and beverage offerings, brand collaborations, and activities that combine sports, dining, and nighttime shopping.

The first open esports qualifiers took place on June 19 and 20 at Bailian Xijiao Shopping Center. Supported by Tencent E-sports, the program features officially licensed competitions based on EA Sports FC Online and the Chinese edition of EA Sports FC Mobile.

A professional summer league will take place from July 14 to 16 at Shanghai No 1 Department Store on Nanjing Road Pedestrian Street, followed by the finals from July 17 to 19. Open challenge matches are also being held at selected Bailian shopping venues.

On July 5 and July 11, Shanghai Shenhua Football Club fan days will be held, featuring match screenings and recorded video interactions with players.

Across participating Bailian venues, soccer-themed installations are displaying officially licensed national team jerseys and player imagery, as well as interactive zones for visitors.

Other activities, including an AI goalkeeper challenge and parent-child sports activities, are touring six major shopping centers, including Bailian Xijiao, No 1 Yaohan, and Bailian Nanfang.

Source: Shanghai Observer