World Cup Tickets: Ever since FIFA bestowed the United States, Canada, and Mexico the opportunity to host the Men’s FIFA World Cup 2026 back in 2018, organizers, advertisers, and stakeholders in the North American soccer space have been grappling with one big inquiry. They capitalize on this momentous opportunity to grow the sport and its fans.
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This question took center stage at SXSW in Austin, Texas, during the panel discussion Touchdowns to Goals: Texas, the World Cup, and the Future of Football hosted by UK Advertising. The key takeaway? Let Texas be Texas. With the Lone Star State set to host 16 of the tournament’s 104 matches, split between Houston and Dallas, the state will play a major role in the global soccer spectacle.
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Dallas, as was recently announced, will also serve as the site of FIFA’s International Broadcast Center. This means Texas won’t just be home to hundreds of thousands of soccer fans attending matches; it will also be the operational hub for press worldwide for the entire five-week tournament.
They need to fall in love with Texas. Texas has got to give them something bigger and better that no other state does, said Beth Johnson, founder of UK-based marketing firm Umbrella, which has worked extensively on World Cup-oriented partnerships. According to Johnson, Texas has all the tools to create a memorable experience for visiting fans.
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From legendary barbecue and Tex-Mex cuisine to the state’s deep country and western culture, Texas can turn its unique identity into an asset. Fans from all over the world should walk away from the tournament with an emotional connection to the state. Give them a reason to stay fans of Texas, Johnson added.
For Texas, the World Cup presents an opportunity that extends far beyond the sport itself. The economic impact of hosting matches will be immense, with projections estimating billions of dollars in revenue from tourism, hospitality, and sponsorship deals. The challenge, however, is ensuring that these benefits have long-term staying power beyond the final whistle of the tournament.
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One of the biggest challenges for Texas’s three MLS clubs, FC Dallas, Houston Dynamo, and Austin FC, is converting World Cup spectators into dedicated fans of their respective teams. Historically, this has not been as straightforward as one might expect. Major international tournaments draw a diverse audience, many of whom are casual soccer fans or supporters of national teams rather than domestic leagues.
However, the 2026 tournament is expected to feature more MLS players than ever before, a fact that local clubs hope to leverage. Austin FC, for example, could have as many as seven players representing their national teams, depending on which countries qualify for the expanded 48-team World Cup field. This connection provides a unique storytelling opportunity.
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The connective device for us is that player storytelling, that athlete storytelling, said Austin FC’s Brand and Merchandise Director, Meg Lindon. We’ll be following that player pathway, being able to say, as a representative of Austin FC, here are all the wonderful things that [the player does] to represent the brand, but you’re also on this global stage.
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Although Austin is not a host city for the World Cup, its location makes it a strategic hub for soccer tourism. Fans traveling between matches in Houston, Dallas, and even Monterrey, Mexico, another World Cup host city, may choose to base themselves in Austin due to its central location, vibrant nightlife, and well-established reputation as a cultural hotspot.
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This creates an opportunity for Austin FC to engage with international visitors, not just as a local MLS team but as a growing global soccer brand. While the immediate goal is to attract more local fans to Texas-based MLS clubs, the long-term ambition is to increase the league’s global visibility. The presence of global stars like Lionel Messi in MLS, coupled with Apple TV’s internationally accessible streaming platform, has already boosted the league’s profile overseas.
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The World Cup presents an even greater chance to showcase American soccer on a global scale. I think global relevancy, you know, is the aspiration for us, Lindon said. So whether it’s through our partners at Adidas football or other brands that we work with that have global relevancy, it’s the intention behind being able to be seen as a global soccer brand. Yes, North America is great, and North American soccer is where we are and where we’re relevant, but to be relevant on a global scale, I think, is the 10-year goal.
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For MLS, this tournament represents a pivotal moment in the league’s growth trajectory. While it has steadily gained popularity in the U.S. over the past two decades, it still lags behind Europe’s top leagues in terms of viewership, prestige, and player quality. However, with increased investment, improved talent development, and a successful FIFA World Cup 2026, MLS could position itself as a legitimate competitor on the global stage.
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As the countdown to 2026 continues, anticipation for ticket sales is already building. While individual match tickets will be released by FIFA following the conclusion of the 2025 World Cup, also set to take place in the U.S., some hospitality packages that include guaranteed tickets are already available. Beyond ticketing, host cities like Houston and Dallas are ramping up infrastructure improvements, public transit expansions, and fan experience activations to ensure a smooth and memorable event.
Stadiums will undergo enhancements, and businesses in the region will look to maximize their role in welcoming visitors from across the world. Meanwhile, local soccer communities will continue their efforts to create a lasting impact from the World Cup. Youth academies, amateur leagues, and grassroots initiatives are all set to benefit from the heightened exposure and increased investment in the sport.
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