CF Market Mall is partnering with Calgary Wild FC to host a three-week interactive soccer experience aimed at engaging shoppers and promoting the city’s growing sports culture.
The event, called “The Ultimate Tryout,” will run until June 27 inside the Calgary shopping centre and feature a series of soccer-themed activities, digital simulations and athlete appearances.
The initiative reflects a strategy by Cadillac Fairview to drive foot traffic and deepen community engagement through experiential retail, while aligning with a new professional women’s sports franchise in the local market.
“We are proud to collaborate with Calgary Wild FC to bring the electric atmosphere of a professional stadium directly into CF Market Mall,” said Paige O’Neill, general manager of CF Market Mall. “Through this collaboration, we are creating a vibrant environment that blends digital innovation with interactive athletic challenges. Our goal is to foster genuine community connections and provide families, youth athletes, and future soccer professionals with a dedicated space to play, connect, and celebrate local sports.”
The activation will transform multiple areas of the mall into soccer-themed zones designed to attract both families and sports fans. Organizers say the event positions visitors as “recruits,” allowing them to participate in skill-testing activities while interacting with elements of the professional game.
Among the features are:
- A digital simulator challenge in centre court, where participants can test footwork, shooting power and accuracy using a penalty kick simulator and a physical target wall.
- One-on-one Subsoccer matches in the grand court, offering short-format games in compact, table-style setups.
- A locker room-themed photo installation located in front of a retail storefront, designed to replicate a professional team environment.
- Scheduled appearances by Calgary Wild FC players, including two meet-and-greet sessions on June 20 and June 25.
- A mascot appearance by the team’s character, Echo, during the event period.
The June 25 session is set to include appearances by goalkeeper Kaitlin Talbert and forward Jorian Baucom, providing an opportunity for fans to interact directly with professional athletes.
The mall operator said the programming is intended to appeal to a broad demographic, from youth athletes to casual visitors, while reinforcing the property’s role as a community hub.
The partnership comes as Calgary Wild FC establishes its presence as a new entrant in professional women’s soccer, with the mall activation serving as a platform to build visibility and connect with potential fans.
Cadillac Fairview, which owns and operates CF Market Mall, manages a portfolio of office, retail and mixed-use properties across Canada and is wholly owned by the Ontario Teachers’ Pension Plan. The company reported $26 billion in assets under management.
The company said additional details on event timing, athlete appearances and related retail promotions are available through its website.
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