Dallas building 2026 World Cup strategy as international spotlight shines on Texas

Dallas is already beginning to plan for how the 2026 World Cup will reshape North Texas over the next two years as the region prepares to host nine games and thousands of international fans. Some of the city’s leaders met with the Dallas Sports Commission and Visit Dallas on Tuesday to discuss what the World Cup will economically bring to D-FW and what the next steps look like.

Arlington’s AT&T Stadium will get nine matches, the most of any other host city, and it’s primed to leave a sizeable monetary impact on North Texas. Dallas Sports Commission executive director Monica Paul has been a key captain in the push for North Texas to host the World Cup.

Though Arlington didn’t get the final, D-FW still has the potential to make the region a centralized hub for the World Cup. Due to the city’s location squarely in the middle of the United States, Dallas has a unique chance to become the center of the World Cup in America, Paul said.

“With our central location and airports, maybe some of the commercial affiliates are going to do stuff here more so than they would do in other cities for a longer period of time because it will be easier for them,” she said during the meeting. “They could really make this their hub location.”

When North Texas began planning for the World Cup in 2017, it expected to only receive four matches. Those four matches were expected to bring more than $400 million to the region. But with the additional five matches, Paul and the Dallas Sports Commission are going back to the drawing board to determine the expected economic impact, she said.

Between this summer and fall, the Dallas Sports Commission expects to have a new, more detailed economic impact report.

Attracting and keeping fans in Dallas

Dallas is looking to host the International Broadcast Center, a temporary venue for radio and broadcasters where the live feed of matches will be monitored.

“FIFA has not made a decision, but Dallas is a finalist for the International Broadcast Center that would be at the Kay Bailey Hutchinson Center. It’s a huge opportunity,” Paul said.

If Dallas is chosen, the International Broadcast Center would bring 10,000 media representatives to the area for six months for a total of 172,000 nights in local hotels, Paul said. However, the hotels where media, athletes and referees will stay has not been determined.

But the advantage of the International Broadcast Center goes beyond hotels, Paul said.

“Another great benefit, if we’re able to secure it, is that we will be front and center. All the journalists and broadcasters will be right here,” she said. “It’s a great opportunity for us to share all the things they can do here, all the attractions here and all the reasons we all love living right here.”

Other prominent Texas entities will need to play an important role in ensuring the World Cup goes smoothly.

Frisco’s Toyota Stadium, Dallas Baptist University, Texas Christian University and the University of Dallas will all serve as base training camps for teams. After the team selection is announced, the Dallas Sports Commission will look to target whichever teams may draw additional visitors to the area, Paul said.

The teams playing at AT&T Stadium will use the Cotton Bowl and Southern Methodist University as their training venues.

FIFA’s Fan Festival, a venue where fans can publicly gather to cheer on their favorite teams, will take place at Fair Park. But Klyde Warren Park, Southern Gateway Park, Arlington Entertainment District and Sundance Square may also be used in the buildup to and during the World Cup.

“This is kind of like an onion that we’re still peeling back a little bit,” Paul said. “I think there’s some additional opportunities but we have to get through these next few months and continue to work with FIFA.”

What’s next?

Dallas is still somewhat at the whim of FIFA’s decisions, but the hard work is only beginning for Paul and the city. Finding volunteers, addressing problems like transportation and working with the state’s government for funding are likely what the Dallas Sports Commission will do next.

“We have some deadlines coming up with FIFA. But then, we’ll be working on event testing models this summer with Copa America, as well as some other events, to test not only stuff at AT&T Stadium, but bits and pieces of our transportation system,” she said.

For Dallas, this is an opportunity the city is determined to not let slip through its fingers, Craig Davis, Visit Dallas president and CEO, said.

“People know the name of Dallas, but they don’t know who we are,” he said. “The economic impact is going to be staggering, in a good way. A lot of great things, like legacy projects, are going to be left behind. This is probably going to be our moment to transcend.”