World Cup lands in Houston: Tournament to bring $1.5B in economic activity

Houston is set to see the first of seven matches of the 2026 FIFA World Cup, along with 500,000 visitors from around the world, in approximately 20 days.

“This is a huge opportunity for Houston to build its brand globally,” said Chris Canetti, president of the FIFA World Cup 26 Houston Host Committee. “But more than that, it’s a chance for us to tell our story. It’s an opportunity to show visitors what kind of city we are and what makes us great.”

The big picture

The FIFA World Cup is considered the world’s most-watched sporting event, outpacing the Super Bowl and the Olympic Games by viewership. The most recent tournament in 2022 reached roughly 5 billion viewers globally and saw over 3.4 million spectators across all matches, according to the FIFA website.

In comparison, the Super Bowl in 2026 had roughly 125.6 million viewers, according to Nielsen, an audience measurement company. On the other hand, the 2020-21 Olympic Games had approximately 3 billion total viewers, according to the International Olympic Committee.

“It’s hard to compare anything to the World Cup,” said Ryan Walsh, CEO of the Harris County-Houston Sports Authority. “This is the largest sporting event in the world, not only by viewership and participation, but certainly for Houston. This is the largest event the city’s ever seen in its history.”

How it works

The 2026 FIFA World Cup will feature 48 teams playing 104 matches across the three host countries, including Canada, Mexico and the U.S. The format consists of 12 groups of four teams, with the top two teams and the eight best third-place finishers advancing to a new Round of 32.

Houston was selected to host seven matches of the tournament, including five group stages and two knockout rounds with the Round of 32 and the Round of 16.

Some of the teams that will play in Houston include Germany, the Netherlands and Saudi Arabia, along with the Portugal team, whose captain is fan favorite and soccer legend Cristiano Ronaldo.

The Democratic Republic of Congo will also play in Houston and utilize the city as a base camp to train and operate throughout the tournament.

Teams will begin to arrive in Houston around early June, ahead of the first match June 14.

Get involved

In addition to the seven matches held at NRG Stadium, which will be called Houston Stadium during the tournament, a 39-day FIFA Fan Festival is also set to take place in East Downtown. The event will take over approximately four blocks near Dallas and Lamar streets and can host around 15,000 fans per day. Admission is free.

“Our overarching genesis and premises of Fan Fest is to be a giant watch party,” festival director Patti Smith said. “But it’s more than that. ... Our goal for the entire festival is to tell the story of who Houston is as a city, and to do that through our food options, our entertainment and visuals.”

Every day will also have a specific theme, including Go Tejano Day, Rodeo and Western Heritage Day and H-Town Day.

“We know that not everyone can afford to go to a match, but everyone can be a part of the World Cup by going to the Fan Festival,” Smith said. “Get out of your comfort zone and do it because it’s a once-in-a-lifetime experience.”

The Fan Festival will be open for a total of 34 days, excluding rest days July 8, 12, 13, 16 and 17.

Staying prepared

As Houston prepares to see a large influx of visitors, John Coppins, vice president of operations for the FIFA World Cup 26 Houston Host Committee, said preparations are underway to help the event go as smoothly as possible, including safety and security.

Houston secured a $64.6 million grant in February to enhance security at official World Cup venues, which will fund over time pay and costs for more than 1,000 law enforcement officers and public safety personnel. It will also fund essential equipment such as trucks, drones and medical supplies.

Coppins said, aside from public safety, transportation is another large factor to prepare for.

Downtown Houston to the stadium is roughly an 8-mile radius and, in addition to the tournament and Fan Festival, the city will also see Astros home games, concerts, conventions and a Fourth of July celebration during the same timeframe.

Robyn Egbert, principal program coordinator at Houston-Galveston Area Council, said current projections show that traffic is expected to increase by 20%-40% around key corridors, including Loop 610, Highway 45 and near the stadium.

However, transportation entities across the city are preparing for the influx with new resources and expanded services. H-GAC launched a website called Commute Game Plan that includes a calendar to highlight high-traffic days and show park-and-ride options.

The Metropolitan Transit Authority of Harris County will also expand services to include more buses and trains with increased frequency. The METRO Red Line Rail will also directly to the stadium and key venue sites.

The local impact

Since 2004, Walsh said, Houston has hosted more major events than any other city in the country. Just since 2019, the city has garnered almost $1.2 million in economic activity, he said.

However, the 2026 FIFA World Cup is expected to bring in the largest economic impact in history at an estimated $1.5 billion, which will help boost local businesses, retail and hospitality, increase tax revenue for city projects and support job creation.

“Beyond civic pride ... these events have real value to the residents,” Walsh said.

In addition to the economic value, Houston will also see many long-term benefits through what is known as the Impact Houston 26 program.

Two initiatives that have already been announced include the Freekicks Soccer program and The Green Corridor. Freekicks is a program that will help construct and refurbish 23 soccer fields across six parks in Harris County, as well as bring organized club soccer to underserved youth free of charge.

The Green Corridor is a project that includes creating a 14-mile loop that connects key FIFA World Cup 26 venues and local neighborhoods together. The project will enhance walkability, provide heat relief and expand tree canopy coverage.

“This event is special, and it brings a certain type of feeling to a city when it’s here,” Canetti said. “I’m ready for Houston and its people to feel that, but I’m also excited for all the benefits it will bring with it.”