Fort Bend County will sponsor Sugar Land’s run as an official Host City Supporter for the 2026 FIFA World Cup.
At a Jan. 22 meeting, Fort Bend County commissioners unanimously approved the $250,000 sponsorship agreement for economic development and tourism as the Houston area prepares for over 500,000 tourists expected to bring in $1.5 billion in economic impact.
Diving in
The partnership will allow the county to support the city’s World Cup initiatives, participate in benefits received as a host city supporter and help offset costs, Sugar Land Director of Tourism Allison Brooks said.
According to agenda documents, Fort Bend County will receive several benefits, including:
- Eight one-day passes to the Host City VIP hospitality space at the FIFA Fan Festival
- One fiberglass soccer ball for participation in the Host City Art of Soccer campaign
- Exclusive branding opportunities
- VIP access to an official watch party
- 10 orchestra tickets and suite lounge access to one show at Smart Financial Centre
- One private suite at a Space Cowboys game at Constellation Field
“This is a good opportunity for us to showcase not just Sugar Land but Fort Bend County as a whole,” Precinct 3 Commissioner Andy Meyers said. “We’re excited about that opportunity.”
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, Community Impact reported.
As part of Sugar Land’s regional tourism strategy, Brooks said the city will be hosting several events aimed at supporting hotels and local businesses, including:
- Public watch parties
- Youth initiatives, such as a multiday soccer clinic
- Soccer pitch pop-ups around the city
Elizabeth Huff, Sugar Land's executive director of economic development, said Sugar Land officials are hoping to get in on economic 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 a Dec. 8 news release.
The city also launched a planning portal Dec. 8 to give fans a resource to explore events across the city during the 2026 FIFA World Cup.
What’s next?
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
Additionally, Houston will also host matches during the tournament's Round of 32 and Round of 16.
More details on events, entertainment, participating businesses and more will be announced in early 2026, officials previously said.
