From Times Square to Every Screen: Veo Livestreamed Times Square Cup

At 8 a.m. on a rainy Saturday morning in October, Times Square began to transform. The iconic New York City landmark, usually dominated by tourists and billboards, became a football pitch where young players from across the city's boroughs gathered for the Times Square Cup.

Now in its tenth year, the tournament is a central fixture in New York City's football culture. Created by Street Soccer USA in partnership with Borussia Dortmund, the event brings together over 40 teams spanning youth to adult levels. This year, 90 matches unfolded from 8 a.m. to 11 p.m., with close to 1,000 goals scored throughout the day. The competition features teams from Street Soccer USA's programs alongside men's and women's teams representing NYC's diverse football culture, with bragging rights for winning the open and women's cups highly coveted across the city's football community.

The Times Square Cup is part of Street Soccer USA's larger growing cup series, showcasing the organization's expanding impact. The partnership with Borussia Dortmund elevated this 10-year tradition when BVB became the main sponsor, bringing their commitment to social responsibility and youth development to one of the world's most iconic locations. This year, Veo joined the collaboration, adding a new dimension of global visibility through live streaming technology.

"We always are very appreciative of brands showing interest and actively participating and contributing to the success of the event," says Marc Lingenhoff, Managing Director of BVB Americas. "The execution on site was phenomenal, and having partners like Veo that allow us to spread images around the world just elevates the whole experience."

For the young players from Street Soccer USA's programs across the Bronx, Brooklyn, East Harlem, and beyond, the combination of playing in Times Square while being broadcast live around the world represented something they practice for year-round and never imagined possible.

Raising Expectations Through Visibility

Street Soccer USA has always operated with a clear mission: using football to empower underserved communities across America. The organization works in 22 different markets across the country, using the sport as a tool for social change and youth development.

But the Times Square Cup represents something more than just another tournament.

"One of the programmatic things that we try to do is raise people's expectations of what's possible," explains Lawrence Cann from Street Soccer USA. "We really believe in what we're doing. We think it's important. How do we put it on the biggest stage?"

The answer was Times Square itself. While hardcore New Yorkers might question the location, for young players from Street Soccer USA's programs, the venue carries deep meaning.

"For people around the country and the kids even in our New York neighborhoods, it's an aspirational space. It stands for something," says Cann. "It's about putting the work on a platform and validating it."

The validation extends beyond just playing in an iconic location. Through Veo's live streaming capabilities, families who couldn't attend in person could watch from anywhere in the world.

Technology Meets Community Impact

The partnership between Veo, Borussia Dortmund, and Street Soccer USA brought together organizations that share a commitment to democratizing access to football. Borussia Dortmund's involvement brought more than just their famous black and yellow colors to Times Square. It brought validation that grassroots programs deserve the same level of support and recognition as elite academies.

"It's all under the umbrella of giving back to the community and supporting the great work that Street Soccer USA is doing," says Lingenhoff. "We're a very proud partner of Street Soccer USA. It's such a great cause."

The event showcased not just the youth players Street Soccer USA serves, but also the broader New York City football culture. The tournament featured three categories: under-14s and under-16s youth teams, plus adult men's and women's competitions. Teams from all five boroughs competed throughout the marathon day, with impressive talent and passionate support on display across 90 matches.

Despite persistent rain for over 90 minutes, the young players never stopped. "They pushed through with a big smile on their face," Lingenhoff recalls. "That's just so rewarding for everybody putting so much work into this event."

A New Generation of Visibility

For Cameron Robinson of Street Soccer USA, the impact of technology on youth football represents a generational shift. When he played as a young athlete, having games professionally recorded and streamed wasn't an option.

"When I was a kid playing, that was not a thing," Robinson reflects. "So to be able to see that for the next generation and the appreciation that they have, it's amazing. Because now these kids are working so hard and now there's an opportunity for them to be recognized on a global stage."

The technical execution in Times Square presented unique challenges. With thousands of mobile phones, electronic billboards, and the general chaos of one of the world's busiest intersections, getting a stable live stream required careful planning.

"To be able to be in Times Square, with all these phones, all this technology, and for your cameras to work so clearly, that's super impressive," says Robinson. "I was a little bit worried because I'm like 'There are so many phones around here, how's this going to work?' But to come through that clearly, amazing."

Building Bridges Through Partnership

The collaboration between Street Soccer USA, Borussia Dortmund, and Veo demonstrates how partnerships can amplify impact. For the young coaches working with Street Soccer USA, many of whom came through the program themselves as players, seeing their students develop creates a powerful cycle.

"For me, watching the games and seeing the coaches who were former players in our program, now coaching the next generation of kids and seeing their soccer level improve, like you actually see the culture coming to fruition," says Cann. "Adding this capability on top is just so aligned and so perfect for the place we're trying to fill."

The partnership with Borussia Dortmund brought additional validation and resources. With the club's global recognition and commitment to youth development, their involvement signaled that grassroots programs deserve elite-level support. BVB's role as main sponsor has helped the Times Square Cup grow each year, bringing more attention and resources to Street Soccer USA's important work.

The Power of Being Seen

As the day progressed from early morning through late evening, with close to 1,000 goals scored across 90 matches, the significance of the event became clear. This wasn't just about playing football in Times Square or appearing on a live stream. This was about showing young people from underserved communities that they belong on the biggest stages.

"It feels like it just kind of grows each year," Robinson observes. "The more that we see, the more that we do, but then also the more impact and spread that we get as well."

The marathon 15-hour day left the creators exhausted but fulfilled. The unusual experience of spending that much time in Times Square, watching games from 8 a.m. through 11 p.m. as the city woke up around them, created lasting memories.

"The games kick off at 8 a.m. and then they finish just around 11," Cann notes. "Part of the experience is just being there, it's a weird place to be for that many hours."

But every moment was worth it when young players realized their dreams of competing on a global stage after practicing year-round, when families watching from home could share in the experience, and when a community came together to celebrate what's possible when football, technology, and commitment to social impact align.

In the end, the Times Square Cup proves that the biggest stages aren't reserved for elite professionals. With the right partners, the right technology, and the right commitment to community, grassroots football can shine just as brightly in the heart of New York City as anywhere in the world.