The Stunt
New York City FC launched a massive, five-story-high inflatable pigeon on July 8th. Weighing 700 pounds, this unique floating sculpture embarked on what the club termed “The Five Borough Flight” down the Hudson River. The journey commenced in Staten Island, traveled north along the river, and then circled back south past all five boroughs before concluding its flight in Willets Point. This location is significant as it`s the future site of NYCFC`s new venue, Etihad Park, slated to open in 2027. The timing of this activation was intentionally set to coincide with the FIFA Club World Cup being held across the river in New Jersey.
Marketing Strategy
The deployment of this enormous pigeon is a calculated move by NYCFC to capture attention within New York`s competitive sports environment and generate buzz for their upcoming stadium. The club has informally embraced the humble pigeon as a symbol, connecting with an authentic element of New York City culture. This promotional effort comes at a time when soccer`s popularity in the United States continues its upward trend, ahead of the co-hosted 2026 World Cup.
Team`s Schedule
Following their recent 3-1 victory over Toronto FC, New York City FC`s next Major League Soccer fixture is an away game against Charlotte FC on July 12th. The team will then travel to face Orlando City FC on July 16th.
