The 2026 World Cup: A Golden Opportunity for Local Businesses in Host Cities

In June 2026, the world’s biggest sporting event is coming to North America. For the first time ever, the FIFA World Cup will be hosted across three countries—the U.S., Mexico, and Canada. With matches scheduled in 16 cities, including 11 across the U.S., this isn’t just a win for soccer fans—it’s a golden opportunity for local businesses.

The Host Cities

Here’s a look at the host cities preparing to welcome the world:

United States:
Atlanta, Boston, Dallas, Houston, Kansas City, Los Angeles, Miami, New York/New Jersey, Philadelphia, San Francisco, Seattle

Mexico:
Guadalajara, Mexico City, Monterrey

Canada:
Toronto, Vancouver

While soccer fans are already buzzing with excitement, local businesses in these cities have even more reason to celebrate. Fans will fill hotels, dine out, shop, explore, and take part in countless local experiences. In fact, the total projected economic impact across all host cities is estimated to be over $5 billion, making this not only a cultural event but a massive economic catalyst.

What the World Cup Means for Local Business

The 2026 World Cup isn’t just a sporting event—it’s a rare moment where global attention meets local opportunity. Millions of fans will travel across borders, not just to watch matches, but to be part of the electric atmosphere surrounding them. Many won’t even have tickets, but will still flock to host cities to experience the energy of fan zones, watch parties, concerts, pop-ups, and branded activations.

For comparison, when Houston hosted the 2017 Super Bowl, the reported economic impact was $347 million—for a single-day event and one week of festivities. In 2026, Houston will host seven World Cup matches over 20 days, plus the FIFA Fan Festival, a free, 39-day celebration in East Downtown. With giant screens, live music, food, and activities, the Fan Fest is expected to draw massive crowds of locals and visitors—even those without game tickets. Based on the number events and anticipated attendance the Houston World Cup Host Committee estimates Houston could see an economic benefit exceeding $1.5 billion.

For businesses, this means:

Increased foot traffic and visibility
Opportunities for international exposure
A chance to strengthen relationships with loyal, local customers through timely, relevant engagement
Elevated brand positioning during a globally celebrated moment

Think of it like a “Super Bowl effect”—but extended across multiple cities and weeks.

1.Start Planning Early

While 2026 may sound far off, advertising space and partnerships are already being secured. From out-of-home placements near stadiums and airports, to digital campaigns targeting travelers months in advance, brands that plan now will benefit from better placement, pricing, and production timelines.

Ask yourself:

What kind of experience do we want fans to have with our brand?
How will we handle a sudden surge in demand or foot traffic?
What makes our brand memorable and worth visiting, especially for first-time customers?

Early planning also allows your marketing and operations teams to align and build campaigns that integrate across channels and departments.

2. Think Multi-Layered

The most successful campaigns don’t rely on a single touchpoint—they guide consumers along a journey from awareness to consideration to action. A visitor may first see your brand in an airport terminal or on social media, then again through Google search or a mobile app, and finally interact with you in person.

Some of the tactics to consider include:

Programmatic digital advertising with geographic and behavioral targeting
Paid social with dynamic creative tailored to international and local audiences
Out-of-home (OOH) like billboards, transit, and stadium-adjacent placements
Event sponsorships or pop-up activations that create direct engagement
Local media buys that connect with regional consumers and add authenticity

By mapping out a layered plan, your brand can be in the right place, at the right time, with the right message.

3. Craft Inclusive, Local Messaging

The World Cup is a global stage, and for a brief window, your city becomes part of that spotlight. Think about how your brand can connect with a diverse, international audience, while still resonating with your loyal local base. Start refining your messaging now to ensure it feels authentic, engaging, and inclusive.

Questions to explore:

Can your brand translate its messaging or create content in multiple languages?
How can your visuals and storytelling reflect the global and local spirit of the World Cup?
Are there community events or cultural touchpoints your brand can support or align with

Authenticity is key. Consumers—especially younger, global-minded ones—gravitate toward brands that understand and respect the moment. A well-crafted campaign will not only drive traffic and sales but also build lasting brand equity.

Let’s Make It Happen

Executing a campaign around a massive event like the World Cup requires more than just buying a few ads. It takes expert strategy, media experience, and strong vendor relationships to make every dollar count and every placement work.

At Avail Media, we help businesses craft strategic media plans that make a real impact—before, during, and after major events like the World Cup.

We help brands:

Understand their ideal audience—local, national, or global
Select the right media mix to maximize impact
Create memorable, results-driven campaigns across traditional and digital channels
Optimize campaign performance in real time

We’ve partnered with brands across industries and know how to flex plans for businesses of all sizes. Whether you’re a local restaurant looking to pack the house, a boutique looking to attract international shoppers, or a larger brand preparing for a major splash, our team knows how to bring your vision to life.

And as a Houston-based agency, we’re especially excited to help our own community shine on the world stage.

Ready, Set, Go: Make 2026 Your Moment

The World Cup will only last a few weeks—but the impact can be long-lasting. Brands that use this moment to connect authentically and strategically with new audiences can see ripple effects in awareness, engagement, and loyalty for years to come.

This is more than just a chance to advertise. It’s a chance to:

Tell your story to the world
Celebrate your city and your community
Grow your brand in meaningful ways

Whether you're already deep in planning or just starting to think ahead, Avail Media is here to help. Let’s create a campaign that makes your business part of this unforgettable global moment.