The move comes after city officials announced a partnership with FIFA as the sole host city supporter for the World Cup at a Sept. 3 press conference.
Zooming in
The city’s new planning portal will help fans search through a plethora of event options hosted by the city throughout the tournament, according to a Dec. 8 news release.
Sugar Land’s supporter city role will center the Sugar Land Town Square and First Colony Mall as focal points in hosting several attractions, including:
- Match-day experiences
- Live entertainment
- Art installations for photo opportunities
- International food and beverage stations
- Local merchant markets
- Cultural showcases celebrating the global spirit of the tournament
In the city’s newly announced social district, fans will also be able to consume alcohol in outdoor spaces during the tournament.
Remember this?
At a Sept. 2 meeting, Sugar Land City Council voted 6-1 to allow Visit Sugar Land to pursue a $2.5 million sponsorship with the Houston 2026 World Cup Host Committee with council member Robert Boettcher dissenting.
The partnership will give the city exclusive benefits, including FIFA branding rights and the ability to host official watch parties, according to agenda documents.
Elizabeth Huff, Sugar Land executive director of economic development, said the World Cup is expected to generate $1.5 billion in revenue for the Houston economy, and Sugar Land officials are hoping to get in on the action, with an impact on Sugar Land Regional Airport, hotels and restaurants across the city.
“It will not only tell our story on a global stage, but it will also generate significant economic benefits for the city, including increased tourism revenue, support for local businesses and long-term business attraction,” Huff said in the release.
The city saw an almost $100,000 from hotel occupancy tax revenue during the 2017 Super Bowl, Huff said.
What’s next
More details on events, entertainment, participating businesses and more will be announced in early 2026, per the release.
Seven total matches will be played in Houston, including five group stages and two knockout-round games between June 14 and July 9.
The five group stages include:
- June 14: Germany vs. Curaçao
- June 17: Portugal vs. Congo DR/Jamaica/New Caledonia
- June 20: Netherlands vs. Albania/Poland/Sweden/Ukraine
- June 23: Portugal vs. Uzbekistan
- June 26: Cabo Verde vs. Saudi Arabia
