Frisco was one of six North Texas cities celebrating the official #WeAreDallas brand launch May 18 with announcement attendees given a sneak peak at the official colors, merchandise and Frisco’s potential involvement in the 2026 World Cup.
The #WeAreDallas brand launch celebrated Dallas’ role as one of 16 World Cup host cities with Dallas-Fort Worth-area-specific colors and merchandise.
“This is our brand as DFW,” Visit Frisco Sports Director Joshua Dill said.
One aspect of the #WeAreDallas brand is to tie in the surrounding region through events and using neighboring cities’ arenas, according to a Dallas World Cup May 17 news release.
While guests were invited to celebrate the brand launch by playing soccer or other minigames on the Tostitos Plaza lawn, officials with local tourism marketing organization Visit Frisco also revealed some more details on Frisco’s involvement in the World Cup.
Frisco will likely serve as a headquarters for World Cup teams to stay and train ahead of the World Cup, Dill said.
“There will probably be a base camp out here, so we’ll have teams that live and breathe out here in Frisco,” Dill said. “Our goal obviously all along has been to host a semifinal or the final World Cup match, which I think we have a good shot at.”
The official match schedule is expected to be released sometime in the fall, Dill said.
“We’re just launching the brand and getting ready,” Dill said. “Come September and October, we should know the matches that we’re hosting.”
Frisco’s Toyota Stadium is on a list of World Cup venues and training facilities alongside other Dallas-Fort Worth arenas. As one of 16 host cities across three countries, Dallas is expected to use the AT&T Stadium in Arlington as one of its primary venues, according to the FC Dallas website.
“We’re narrowing down what we will do,” Dill said. “Frisco will play a significant role in World Cup 2026.”
Frisco’s multiple hotels and arenas along with its Soccer Hall of Fame make the city an ideal contender for the World Cup and the tourists it could bring, Dill said.
“Frisco will definitely see a huge economic impact,” Dill said. “We’re estimating conservatively that the entire DFW region will see more than $400 million in economic impact.”
More celebrations and events to drum up excitement for the games are expected after specific information regarding Frisco’s involvement hosting teams or games is revealed sometime in the fall, said Cori Powers, Visit Frisco’s director of marketing and communications.
“We’ve been working really closely with the Dallas Sports Commission because they’ve been like the hub with FIFA,” Powers said. “We’ll probably collaborate with them and figure something fun out.”
One way for people to stay excited about the World Cup games is with a planned Dallas-Fort Worth-wide scavenger hunt, according to the Dallas World Cup news release.
Soccer fans in Dallas, Arlington, Fort Worth and Frisco participating in the scavenger hunt will be able to get more official World Cup merchandise, such as the shirts handed out May 18. More details on the scavenger hunt are expected to be released in the future.
More information on Dallas as a host city can be found here.