Diriyah: The Diriyah Biennale Foundation has partnered with Coca-Cola to launch the Coca-Cola Fan Zone at JAX District, a vibrant destination designed to bring football fans an exclusive public viewing experience of the FIFA World Cup 2026. Running from June 10 to July 19, the Coca-Cola Fan Zone at JAX District will transform the district's iconic warehouses into a cinematic football experience, where the passion and pride of the nation will converge. According to Saudi Press Agency, the fan zone will accommodate more than 1,000 fans per match across two dedicated viewing galleries. It will feature cinema-grade LED screens and a rich entertainment program running from 6:00 PM to 4:00 AM on match days. The fan zone will cover all Saudi Arabia fixtures, marquee global encounters, Arab and Gulf regional team matches, and every knockout round through to the final on July 19. Between matches, a diverse entertainment program will keep fans engaged. This includes an e-gaming zone, an activation room with football challenges for fans, a dedicated family area, and curated entertainment activities catering to families, young fans, and corporate guests. The Coca-Cola Fan Zone aims to reinforce JAX District's role as a hub for homegrown creativity in Saudi Arabia, serving as a unique year-round destination where Saudi Arabian culture is lived and discovered. The 73,500 sqm district is already home to significant institutions and creatives shaping Saudi Arabia's cultural landscape, including the Saudi Arabia Museum of Contemporary Art (SAMoCA), JAX Film Studios, Thmanyah, and Telfaz11. It also hosts leading creative platforms such as the Creative Summit, the Athar Festival of Creativity, Hia Hub, Art Week Riyadh, Noor Riyadh, and the experimental culinary platform JAX Flavors.