The World Cup Halo Effect Still Glows Bright

Unlike the forced COVID-19 quarantine which claimed to put us all “in the same boat” -- then delivered yachts to some and leaking rowboats to others -- FIFA’s enormous publicity machine delivered on the promise: “FIFA Unites the World.”

Chattanooga hosted La Roja during their first 4 weeks of training. Photo c. momento360 for Baylor Academy

Anyone born before the cellphone understands that hunger to reconnect with people in real life. The World Cup accomplished what AM radio and print newspapers used to do -- provide ways to connect with strangers, anytime, anywhere, and create community.

Remember the daily water cooler talks?

The viral Norwegian Viking Row chant?

The Prince of Jordan being rescued by a Hilton Hotel security guard?

In much of America during the summer of 2026, our shared culture was super-size portions, Buc-ees gas stations and the warm Southern charm displayed by World Cup host cities.

U.S. Travel Association polling from late May confirmed that most Americans were feeling good about being World Cup hosts.

According to the June 2026 survey:

• 81% said seeing international visitors enjoy America gave them a sense of pride.

• 86% said they felt genuine joy watching visitors experience the United States.

• 81% believed it is important international visitors have a positive experience while here.

JOY was more important to twice as many survey respondents than knowing international tourists would “spend money supporting American businesses and workers (43%).”

And for me, at least, if not you, passing the ball continues to connect us.

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The World Cup halo effect has left Chattanooga a changed city.

While not the site of any matches, Chattanooga was home base to the Spanish national team, who trained at Baylor Academy’s state-of-the-art athletic facilities. For nearly four weeks, the Spain delegation bought out the 184-room Embassy Suites downtown, while another 125 international media stayed nearby.

La Roja’s official January 2026 press release announcing the selection of Chattanooga noted:

Chattanooga… is also known worldwide thanks to the 1941 song “Chattanooga Choo Choo”, composed by Harry Warren and Mack Gordon and popularised by the Glenn Miller Orchestra — the first song in history to be awarded a gold record.

The farewell Gracias from Spain, who prevailed to become the World Cup winners, is lyrical in its gratitude. Here’s their Instagram reel:

Perhaps most telling about the positive effects of sports tourism: You didn’t have to be a homebase for team training or host a fixture to feel the lift.

Melanie Fish, VP of global PR at Expedia Group Brands told Travel Weekly, “[Curacao’s] incredible first-ever appearance has introduced [them] to millions of sports fans, turning a viral tournament moment into a major tourism boom.”

How did Kansas City, which especially glowed as both a training center and a tournament venue, get so lucky?

Over the past few years, FIFA scouted the best soccer training facilities that had quality hotels, nightlife, etc. nearby. Teams could choose from among the 64 FIFA-approved training locations, or find their own home base as long as it met FIFA guidelines including at least one regulation pitch. Insiders suggest that priority went to the Pot 1 teams and to teams which had at least one scheduled match game in the same location.

Kansas City was already home to the MLS Sporting Kansas City team, holders of the trademarked term “Soccer Capital of America.” The combined determination of local governments spanning Missouri and Kansas, and a $700 million investment in sports facilities over the past 15 years was just the start of courting FIFA executives.

FIFA could give fans a once-in-a-lifetime opportunity to share a plate of America’s favorite barbecue, learn about the Negro Leagues, and hear live jazz. Add the passion of Swifties who fell for Kansas City Chiefs star Travis Kelcie and made KC a household term. In the end, Kansas City hosted six matches and was home base to four teams including Argentina and England.

So who came in second?

FIFA sponsor Bank of America estimates the World Cup gave a $20 billion boost to the US economy. They cite spending in Kansas City -- up 6% YoY -- as the highest bump among host cities. On the other hand, Forbes estimates that while FIFA earned $8.9 billion from the 2026 tournament, host cities will likely lose a cumulative $250 million on their investments.

The KC2026 board isn’t worried. They hope international investors will follow the international tourists. And KC residents, who paid 150% more than the in-town price of beer at their World Cup stadium, were among the most enthusiastic about the tournament’s positive effect.

Buy now and you can watch the Soccer Finals at the LA28 Olympics in style! Photo c. OnLocation Experiences

Soccer fans can plan now for the Los Angeles 2028 Olympics, the next US-based, world-class football tournament. Tomorrow, On Location will launch the Football (Soccer) Finals Leisure Lounge package. The package, starting at $800 (all ages must have their own ticket), guarantees a ticket to either the July ’28 men’s or women’s final at the Rose Bowl and reserved in-venue seating with direct goal-line views and wide-frame views of the stadium. The offer also includes priority venue entry and “Light LA street food,” a welcome drink, additional F&B for a fee and live broadcast coverage. Like a watch party but in real life.

I asked the On Location team what happens if I drop dead before then? Scalpers should note that packages are non-refundable and non-transferable. “Ticket holders may, however, be eligible to submit a name change for the guests included in the package by getting in touch with a member of the hospitality sales team or by calling 855/850-8415.” Allison also reminds me that July 28’s package is the only way for fans to guarantee access to the LA28 Football (Soccer) Finals until the next ticket drop on August 10, when tickets for seats to the final match go on sale to the public.

See you on the pitch! (sort of.)