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Sure Sport for Men created a unique watch party for fans in England to watch the World Cup. The company built the Sure Fan Zone, an exclusive venue created to enable English soccer fans to go wild during games. The Sure Fan Zone footprint spanned 800 square meters and held 150 fans per match. The setup was located at Potter's Field, across from the Tower of London.

The Sure FanZone featured six (6) million strands of confetti (which appeared like falling deodorant flakes in the sky), 160 light strobes, 2,000 liters of dry ice, and 16,000+liters of smoke to drive England fans wild. In addition, the company incorporated 850 different sound effects, recorded in four (4) different continents around the world, into the viewing party experience.   

Fans could win the chance to watch the World Cup games live in the Sure Fan Zone by registering online on the company's website.