The Guggenheim Museum in New York will livestream select World Cup matches on Friday afternoons this summer at Frank Pub’s, a pop-up at the Wright restaurant. The museum will also screen Douglas Gordon and Philippe Parreno’s 2006 video installation "Zidane: A 21st Century Portrait" in its Peter B. Lewis Theater from June 11 to July 19, marking the first time a football-related work from its collection is on view. The film follows legendary French footballer Zinédine Zidane during a single match in 2005, using footage from 17 synchronized cameras.
This programming matters because it bridges high art and popular culture, using the global appeal of the World Cup to draw new audiences into the museum. By screening a conceptually rigorous video artwork alongside live sports, the Guggenheim positions itself as a space for shared communal experience, challenging traditional boundaries between art and entertainment. The exhibition also highlights the museum’s commitment to time-based media and its "Collection in Focus" series.