By Al McRae, President, and Scott Kelly, Business Banking Market Executive, Bank of America Atlanta
There’s a reason why cities compete to host popular festivals, tournaments, and tours: Major live events create a “halo effect” that extends beyond the event itself, boosting local economies and benefiting surrounding businesses.
This is why the U.S. made two bids over the last decade to host the FIFA World Cup, ultimately winning the right to host the FIFA World Cup 2026 alongside Canada and Mexico. With Atlanta hosting eight FIFA World Cup 2026 matches in June and July, including one semifinal match, the economic impact of the world’s most popular sport will be felt across the state.
This summer, we will see a boost of media attention and a rise in regional and international tourism to the city. According to Atlanta Metro Chamber, Atlanta is expected to benefit from a projected economic impact of more than $1 billion from these matches, with 40% of Atlanta’s job creation historically driven by indirect investment, a number that is expected to grow post-World Cup.
For entrepreneurs and small businesses, this presents a golden opportunity to connect with visiting fans, expand visibility to new audiences, and build lasting community connections with local residents. It’s exciting to see how soccer will bring people together to celebrate across different countries, diverse cultures, and all walks of life to share in the passion and joy of the sport.
Here are three ways that small businesses can prepare, plan, and benefit from the FIFA World Cup 2026 coming to our community.
1. Set Measurable Goals and Build in Time to Plan
Tourism brings many short-term revenue opportunities, but pre-event planning should begin several months before the FIFA World Cup 2026 commences in mid-June. For small businesses, the most effective strategy starts with establishing thoughtful and realistic goals that work well for your team. Successful marketing programs begin with clear, measurable goals — and event-related activations are no exception.
Some businesses may aim to increase foot traffic during match days, while others may prioritize extended hours or curate themed offerings that will resonate with fans visiting the city. Early planning helps business owners evaluate staffing needs, polish operations, stock up on necessary inventory and decide how much of a presence they want their business to have during this global moment. For example, bars, restaurants and retailers near Mercedes-Benz Stadium might aim to boost foot traffic by 20% on match days, but they’ll need to start hiring additional staff, securing permits for extending business hours, and raising awareness about three to four months before kick-off. Post-event, they can measure success by tracking sales, counting customers, and assessing average order value.
The key is identifying what feels authentic and achievable for your business and ensuring there is enough time to prepare effectively.
2. Explore a Variety of Channels
Affordable marketing efforts can go a long way toward attracting tourists as they’ll be exploring Atlanta before, during, and after matches. While investing in physical signage may feel old-school, having eye-catching marketing collateral can cut through the digital noise and capture tourists’ attention where they are at in the moment. Think of captivating soccer window displays, A-frame signs, easy-to-share flyers, and even multilingual welcome signage for fans. By strategically promoting and utilizing your space as a destination for soccer fans, businesses can engage with enthusiasts and associate their brand with this key moment in time for the sport. It is important during event planning that businesses research the appropriate FIFA commercial agreements and permissions required for the use of branded promotional materials.
Finally, businesses can and should blend in-person activations with online engagement to keep the conversation going. For instance, businesses that are outside of downtown Atlanta may have greater success hosting watch parties or offering themed promotions during and between match days.
Social media posts that highlight match-day specials, behind-the-scenes preparation, or community excitement can help visitors discover your business as a local gem. Showcase Atlanta provides excellent resources, training, and assistance to small businesses to improve their efficiency, adaptability, and capacity to capitalize on the upcoming matches.
These small, consistent efforts can make businesses more visible and memorable during the soon-to-be-busy soccer tournament.
3. Think Beyond Revenue Benefits
While the matches will undoubtedly boost Atlanta’s economy, small businesses have a chance to deepen their presence in the community by creating welcoming and unique moments. Many locals will be eager to experience the tournament’s excitement in their own neighborhoods. Creating limited-edition Atlanta-themed products, partnering with cultural organizations, and participating in local neighborhood celebrations are all meaningful ways to engage with Atlanta soccer fans. For restaurants, bars, or community-center establishments looking to host watch parties, the Atlanta World Cup Host Committee has resources and more information on how to apply and obtain a public-viewing event license.
These efforts don’t require formal sponsorships or significant commitments. Even minimal, authentic participation with the FIFA World Cup excitement can elevate a business’s reputation and build visibility that lasts long after the tournament ends.
The FIFA World Cup 2026 will bring global attention to Atlanta, shining a spotlight not only on the eight matches, but also on the city’s diverse neighborhoods and the small businesses that make Atlanta our home. With mindful planning, approachable and tangible marketing efforts, and a focus on community engagement, Atlanta’s small businesses can turn this historic soccer event into a meaningful opportunity to boost economic growth and visibility, build stronger customer ties, and enhance brand reputation.
In 2026, the world will be watching Atlanta, and Atlanta’s small businesses have every opportunity to shine.
This is sponsored content.
