500 Days to Go

500 days.

 

That’s how long until the first match of the world’s most popular event takes place in North America.

 

If that descriptor sounds grandiose and melodramatic, let’s look at the facts. While some may exaggerate the significance of the World Cup, the numbers tell an impressive and compelling story.

 

Overview

• Over 200 countries vie for 48 spots in the World Cup--more countries than participated in the 2024 Summer Olympics.
• 16 host cities in North America will host the tournament in 2026; 11 are in the United States. My home base of Kansas City is included in that group of host cities that will host a total of 78 matches.
• The World Cup was last held in the U.S. in 1994. Nine host markets were involved; that event is still the most financially successful World Cup ever. The ’94 event holds the all-time attendance record, even though only 24 teams participated in that tournament, which has now doubled in size.
• The tournament will take place June 11-July 19, 2026. The opening match is 500 days from today.
• Kansas City will host six matches at Arrowhead Stadium, including one in the round of 32 and one in the round of 16.
• Our region also has three base camp options for teams who will select their North American team headquarters later this year.
• Projected ticket sales for World Cup 2026 are $2 billion plus. 
• It’s estimated that 650,000 visitors will descend on Kansas City in summer 2026, staying an average of nine days per visitor.

 

To put it into perspective, especially given the upcoming Super Bowl—the United States will essentially host the equivalent of 66 Super Bowls in just over 30 days in 2026! 

 

The media impact is significant. Not only will American journalists (sports, media, business, lifestyle) cover the event, but foreign media as well. In 2022, over 12,000 media accreditations were issued for the Qatar World Cup.

 

Businesses must plan now for this event, given the following marketing considerations:

·      Consumer and employee activation strategies

·      Ticket and hospitality planning for customers, along with associated transportation logistics

·      Potential host city sponsorships and engagement

·      Team and/or athlete partnerships

 

The complexity can be paralyzing, but it’s also an opportunity. Every organization can craft a unique approach tailored to its specific objectives.

 

If you’ve not asked this question within your company, I would encourage you to do so: “Do we have a soccer strategy for 2026?” 

 

Sometimes, the first step is simply to acknowledge the potential…and to follow that step with intentional consideration and planning.

 

If you need help taking that first step and the steps that come after, then let’s talk. 

Be bold, be prepared, and see the World Cup as not just an event but a strategic opportunity.