Local entrepreneurs gathered Feb. 4 at the Russell Innovation Center for Entrepreneurs (RICE), a nonprofit hub that supports and connects small businesses and startups, to discuss how businesses can prepare for opportunities tied to the 2026 FIFA World Cup and other major events coming to the city.
The forum, titled “What’s the Play? A 2026 World Cup Opportunity Gathering,” gathered leaders from organizations including the Atlanta Convention & Visitors Bureau, Showcase Atlanta, Atlanta BeltLine and Airbnb, who spoke with business owners about positioning themselves for upcoming opportunities.
James “Jay” Bailey, president and CEO of RICE, remarked that the goal was to replace speculation with practical guidance. “There’s a lot of mythology out there… The purpose of today is to have conversations with people who have real intel to give you real information about real opportunities,” he said.
Bailey added that entrepreneurs should begin preparing not only for the World Cup but for future events. “Super Bowl’s coming. NCAA championships are coming… all of this stuff is here… let us start preparing now,” he said.
William Pate, president and CEO of the Atlanta Convention & Visitors Bureau, explained that attracting visitors strengthens the city’s small business economy. “Our job, in a nutshell, is get as many people in the city every day as we can… we want our small businesses… to have an opportunity to make a lot of money,” he said.
He noted that Atlanta regularly hosts large conventions bringing tens of thousands of visitors who require services from local vendors.
Lamar Stewart, interim executive director of Showcase Atlanta, added that the organization works to help businesses understand how major events operate and where opportunities exist. “Showcase is here to explain and provide programs, trainings and tools to help you navigate what your play is.” he said.
Speakers highlighted development and infrastructure projects expected to shape the city’s World Cup experience. April Stammel, who oversees marketing and engagement for South Downtown Atlanta, explained that new restaurants and retail spaces are planned ahead of the tournament.
“We’re on track to have about 12 restaurants open in South Downtown… and we’re looking at how we work with local businesses to activate spaces during the World Cup,” Stammel said.
Clyde Higgs, president and CEO of the Atlanta BeltLine, added that the project will expand access around the city ahead of the tournament. “By the time World Cup arrives in Atlanta, we will have 16 contiguous miles of the Atlanta BeltLine finished,” he said.
The World Cup will feature eight matches in Atlanta from June 15 to July 15. Entrepreneurs are encouraged to prepare early to take advantage of marketing, real estate, and business opportunities tied to the event.
The forum concluded with small breakout discussions, called salons, where entrepreneurs spoke directly with experts from each participating organization. Topics included marketing, branding, real estate, procurement, and other business strategies tailored to global events. Airbnb hosts provided guidance on leveraging short-term rentals. Representatives from Showcase Atlanta, Invest Atlanta, and the Georgia Hispanic Chamber also participated, giving attendees actionable insights and advice. Each organization reported positive engagement from attendees.
Bailey encouraged entrepreneurs to take advantage of these connections. “These salons are where the real work happens… This is your chance to shape how your business shows up for World Cup and beyond… keep engaging with the Russell Center to make it happen,” he said.
Entrepreneurs interested in getting involved can connect with RICE to access mentorship, networking opportunities and programs designed to help Atlanta’s small businesses grow and prepare for major events like the 2026 FIFA World Cup.
