Fox has hired two soccer fans to watch all 104 matches [1] of the 2026 FIFA World Cup from a custom viewing cube in Times Square.
The stunt transforms the sports viewing experience into a live-media spectacle designed to engage New Yorkers and tourists. By placing fans in a transparent, purpose-built structure in the heart of New York City, the network is creating a continuous, on-site audience for the tournament.
Kevin Akoto and Austin Franklin are the two individuals selected for the project. Each fan will be paid $50,000 [2], approximately £37,000 [1], to remain in the cube throughout the June and July tournament. The arrangement turns the fans into public exhibits, blending sports fandom with a social experiment.
"I have the perfect job. It's like being on The Truman Show," Akoto said [2].
Franklin described the opportunity as a professional dream. "Getting paid $50,000 to watch every single match is a dream come true," Franklin said [3].
The project aims to capitalize on the massive foot traffic of Times Square by providing a focal point for World Cup fever. The viewing cube serves as both a residence for the fans and a marketing tool for Fox, ensuring that there is always a visible, reacting audience to the games on screen.
While the financial reward is significant, the fans must commit to the grueling schedule of 104 matches [1]. The experiment tests the limits of fan endurance and the public's interest in a real-life reality show setting during one of the world's largest sporting events.
“"I have the perfect job. It's like being on The Truman Show."”
This promotion reflects a broader trend in sports broadcasting where the viewing experience is gamified to attract attention in an increasingly fragmented media landscape. By turning viewers into performers, Fox is attempting to bridge the gap between digital broadcasting and physical experiential marketing, utilizing the high-visibility environment of Times Square to generate organic social media content and tourist engagement.
