The United States is buzzing with soccer. As the opening of the 2026 FIFA World Cup approaches, host cities are busy preparing large-scale cultural and tourism programs that can be enjoyed beyond the stadiums. The strategy is to expand the World Cup into a citywide festival to welcome visitors from around the world.

According to Brand USA, host cities including Atlanta, New York·New Jersey, Los Angeles, Miami, and Seattle are arranging FIFA Fan Festivals along with performances, exhibitions, culinary events, and hands-on programs, turning entire cities into festival venues throughout the tournament.

Atlanta, Georgia will run the ‘ATL Cultural Exchange,’ combining performances, films, exhibitions, and workshops alongside the FIFA Fan Festival. A special celebration will also be held on the Atlanta BeltLine, the approximately 35 km looped trail encircling the city.

Boston, Massachusetts will host a Fan Festival centered on City Hall Plaza. In particular, an oversized soccer-ball sculpture about 14 meters tall will be on display, expected to serve as a photo spot for visitors.

In Texas, World Cup fever is especially intense. Dallas, which will host nine matches in total, will emerge as the epicenter of soccer fever in the United States during the tournament. In addition to the Fan Festival, special sports-themed exhibitions will be staged at a natural science museum, a presidential museum, and art museums. Houston will likewise present a large-scale Fan Festival along with immersive experiences, youth soccer programs, and public art projects.

Kansas City, Missouri has linked history with soccer. The National World War I Museum and Memorial will hold the special exhibition ‘The Beautiful Game,’ illuminating the relationship between soccer and war, while concerts and community events will unfold throughout downtown.

Los Angeles, California will actively leverage its strength as a multicultural city. Through ‘Taste of the World Cup,’ it will showcase cuisines from around the world, and museums and science centers will present exhibitions that fuse sports with art and science.

Miami, Florida likewise focuses on the meeting of soccer and culture. Through the FIFA Museum special exhibition ‘Unidad – The World Game,’ it will introduce the impact soccer has had on global culture, while local art museums will present exhibitions exploring the relationship between sports and art.

New York·New Jersey, the host of the final, will turn the entire area into a massive stage for cheering. Fan events will take place across the five boroughs of New York City, and major cultural institutions such as Lincoln Center, the Natural History Museum, and the Cathedral of St. John the Divine will also join with World Cup-themed programs.

Philadelphia will showcase cultural performances and culinary offerings centered on a FIFA Fan Festival held in a park, while the San Francisco Bay Area will organize large watch parties at more than 30 locations. Seattle is also preparing the ‘Seattle Soccer Celebration,’ combining soccer experiences with music and arts events.

Fred Dixon, President and CEO of Brand USA, said, “The United States is ready to welcome fans from around the world for a tournament that will be among the biggest moments in sports history,” adding, “Beyond the stadiums, visitors can experience the rich diversity of the United Statesfrom iconic cities and national parks to food, music, culture, and festivals.”