In 2026, Seattle will take the global stage as one of three host cities for the world’s largest international soccer tournament — bringing over 750,000 visitors, fans, and media from across the globe. For local businesses, this event represents more than just a celebration of sport — it’s a once-in-a-generation opportunity to boost visibility, attract new customers, and showcase the best of our region. Whether you’re in hospitality, retail, marketing, or community services, now is the time to start preparing your game plan.
My son has played youth soccer for nearly 10 years. I never envisioned myself as a soccer mom, but here I am. I came into the sport knowing zilch about the game. In fact, when I was growing up, it wasn't even offered at my school. My school was too small. If soccer had been available, I still wouldn't have signed up because I can't stand all the running!
It was really cute in those first years, but as my son has gotten older, I realize the benefits this, sometimes frustrating sport has instilled in him. He plays premier soccer, which means not everyone gets selected to pay. Tryouts are agony for parents! It hasn't always been easy, but he's become resilient, dedicated, and made lifelong friendships along the way.
Looking at all the young men who will plan in the FIFA World Cup, just imagine when they started and how long it's taken them to get where they are! What an incredible accomplishment!!
Shifting the focus, having Seattle be at the forefront of the games, alongside Los Angeles and New York is an incredible opportunity for local businesses to tap into. I very likely won't even be able to attend a game, but I definitely want to be a part of the energy our entire region will experience.
Here are some key takeaways, I hope businesses will consider, even if their business is seemingly unrelated to soccer:
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Increased Tourism & Foot Traffic
With over 750,000 fans traveling from across the world, local hotels, restaurants, shops, and attractions can expect a major boost in visitors. It’s the perfect time to create special promotions, limited-edition products, or local experiences that cater to international guests. Visitors will be coming to games to not only watch the action but experience this beautiful corner of the world. -
Brand Visibility & Community Connection
Aligning your business with the excitement of this global event builds brand goodwill and community pride. Even without official sponsorship, themed campaigns, local partnerships, and event tie-ins can position your brand as part of Seattle’s welcoming spirit. SeattleFWC26 has set up Fan Zones all across the state with 9 cities participating (see visual below). -
Economic Growth & Long-Term Exposure
The spotlight on Seattle won’t fade after the final match. The event will draw global media attention, city investments, and repeat visitors for years to come — giving local businesses lasting visibility and growth potential. With the average ticket prices from $1,100 - $15,000, visitors will want to experience what the Seattle region has to offer. -
Collaboration & Networking Opportunities
The lead-up to 2026 will create space for collaboration across industries — from tourism and tech to retail and creative services. Partnering with other local businesses or joining city initiatives can help amplify your reach and impact. Local businesses should absolutely explore collaborations!!
I highly recommend reading through all that's available to local businesses.
Seattle Sports Commision Homeage - A full resource guide
Watch Party Playbook is probably the single most important read --- GOAL You will want to read this, especially a great explanation of trademark rights. (Notice how I didn't include FIFA World Cup in the headline of this blog. I don't have the rights to do so.)
