Although North Texas is one of the country’s soccer hotspots, the business behind Dallas’ tournament bids is mostly about ticking logistical checkboxes.
“From a sustainability standpoint, I’ve been to so many World Cups where they build stadiums, they build hotels, they renovate airports, they do this, they do that, and then the World Cup leaves,” Dan Hunt, President of MLS team FC Dallas, told. “We’re set. There’s not going to be a lot of other changes that happen because we already have it all.”For all their drama and spectacle, the financial success of any sporting event relies as much on players and fans as it does on preparation.
Hosting the two tournaments offers near-guaranteed financial upside in the short term. The revenue potential from the World Cup is hefty., though Scott Wysong, an Associate Professor of Marketing at the University of Dallas’ Gupta College of Business, said he predicts up to a billion dollars in bonus economic activity.
FC Dallas President Dan Hunt speaks alongside Dallas Sports Commission Executive Director Monica Paul during a news conference at the National Soccer Hall of Fame, Monday, Feb. 5, 2024, in Frisco, Texas. AT&T Stadium will host nine matches, the most in the tournament.Grabbing existing sports fans and convincing them to turn out for soccer games this summer and in 2026 is “low-hanging fruit,” Hunt said.