By: Ally Azzarelli
With FIFA World Cup 2026™ matches scheduled across the United States, Canada, and Mexico, this summer’s tournament is expected to generate more than $80 billion in economic impact and create more than 80,000 jobs.
It’s said that the World Cup Final attracts a viewership equivalent to 104 Super Bowls. This is truly a once-in-a-generation opportunity for sports venues, youth clubs, parks and recreation departments, and destination organizations to activate, grow, and build lasting community impact.
In a recent Sports Facilities Companies webinar, Beyond the 90 Minutes: How the World Cup Can Transform Tourism & Youth Soccer in Your Community, SFC subject matter experts J.D. Wood and Adrian Moses joined Novi Maric, CEO of Florida Premier FC, to share exactly how organizations of all sizes can make the most of this moment, and here’s what they had to say.
Take Advantage of World Cup Excitement Right Now
The thrill around big matches often fades fast. The message from experts is act now, don’t delay, cash in on that excitement, and strike while the iron’s hot.
“The biggest mistake organizations make is treating big matches as entertainment rather than opportunities,” advises Novi Maric. “When someone watches a great match, you have only 24 to 48 hours to capture that moment. That window is very, very short.”
It’s best to have your outreach ready before the whistle blows. Text messages, social media campaigns, and direct calls promoting free clinics, summer camps, and beginner programs should go out immediately after high-profile matches. When kids watch the World Cup, Maric explains, they want to play the very next day. If your club isn’t ready to welcome them, you risk losing them entirely.
Be sure to capture the data! Every free clinic, email campaign, and registration creates an opportunity to build a database or contact list you can engage with for months after the tournament ends.
Make Your Venue the Ultimate World Cup Hotspot
For sports facilities and recreation venues, the goal is to serve as the community anchor for World Cup excitement.
“The ability to act as a hub for the community is the main thing a sports venue can do,” says Adrian Moses, who spent 16 years working with Major League Soccer teams before joining SFC. “You want the excitement to live at your venue.”
Moses advises venues to look at the match schedule, understand their audience demographics, and design programming accordingly. Small-sided, street soccer-style tournaments, where teams are assigned to countries and follow the World Cup bracket, work better than traditional tournament formats.
Additionally, he suggests:
- Create a fun vibe that feels like a party.
- Have staff wear jerseys from World Cup nations, and if distributing camp giveaways, design them with World Cup-inspired branding.
- Don’t overlook food and beverage — aligning your concession offerings with the cuisines of the countries playing on a given day.
Host Cities Are Bracing for Impact
For those operating in or near a World Cup host city, the scale of what’s coming demands serious logistical preparation.
“We are essentially going to host nine Super Bowls in thirty days,” notes J.D. Wood, who serves as team and venue services manager for the North Texas FIFA World Cup organizing committee. “Houston is doing six, Kansas City is doing six. That’s a big deal for those regions.”
Wood points out that planning, research, and education are foundational, particularly understanding which international fan bases are coming and what they’ll need. Transportation, multilingual signage, safety planning, staffing, and even beautification all matter. “This is your city being represented to the masses,” he says.
For nearby non-host destinations, the opportunity is just as real. Fans typically have 10 days between matches. During that time, they’ll use it to explore the area. Marketing your destination during that window, becoming a “host city supporter” through official FIFA designation, and tying local events like Fourth of July celebrations into World Cup programming are all viable strategies.
Parks & Rec: Don't Miss This
Parks and recreation departments play a particularly powerful role, and many are underestimating it. “I’ve talked to many city leaders who don’t even know the World Cup is happening this summer,” Maric says. “It breaks my heart.”
That said, the first step is education followed by action. Partner with local clubs to offer free clinics, 5v5 World Cup-themed tournaments, and programming as young as 18 months. Maric’s own organization has seen strong results from shortening recreational league commitments from the traditional two-to-three months down to seven weeks. “Parents don’t want long commitments,” he explains. “Adjust your programming accordingly.”
The same goes for watch party licensing. Official public viewing events are available from about $1,000 for events with fewer than 1,000 attendees to $14,000 for larger gatherings. The good news is, official FIFA partners may even cover those costs through local sponsorship activations, making it worth a conversation with your brand reps.
Build for Legacy
The key is to keep that World Cup fever alive for years to come. “Building these venues and assets isn’t just for 2026,” Wood says. “It’s for the Women’s World Cup in 2031, Rugby World Cup in 2033, CONCACAF expansion, and youth events annually.”
The infrastructure, relationships, and community engagement pipelines built this summer can continue to grow over the years. As Maric puts it: “Let’s build a real soccer culture like other countries have, where the city, the youth club, and the professional club all feel part of something generational.”
It’s not too late to get started, act now, and be sure not to miss this amazing opportunity! You can view the webinar capturing the above insights here.
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