The World Cup is set to return to the United States in 2026, marking just the second time that the world’s most-watched sports event has come stateside.
The last time was in 1994, and Dallas was one of nine host cities. The city was reportedly unprepared for the event, and Americans had yet to embrace the world’s most popular sport. Dallas City planners will allegedly not repeat the mistakes made 30 years ago and are working to plan an epic experience for fans and the expected influx of visitors.
The site for World Cup games in Dallas has not been picked yet, but a decision is expected to be announced Sunday afternoon, according to WFAA. All signs point to AT&T Stadium in Arlington, home of the Dallas Cowboys, being the Fédération Internationale de Football Association (FIFA) choice, based on recent leaked reports.
City planners are well aware of the deficiencies that popped up in 1994 and are determined to avoid similarly embarrassing mistakes, per The Dallas Morning News. The Cotton Bowl was selected 30 years ago, and it was already an old stadium at the time. The area around the Cotton Bowl showed evidence of blight, with run-down buildings and unkempt landscaping giving Dallas a black eye.
The biggest issue was the lack of engagement by local fans. Soccer matches regularly fill the largest stadiums in the world, but Dallas could only bring in a little over 56,000 fans, leaving almost 7,000 empty seats in the stands. Despite spending $7 million of taxpayer money to renovate and expand the Cotton Bowl, the venue was considered substandard then. In all, Dallas spent $18 million to attract the World Cup.
The 1994 World Cup was not a total failure, though. The event helped to increase Americans’ appetite for soccer and is credited with the creation of Major League Soccer and the formation of FC Dallas. Dallas benefited from $78 million following the six games played at the Cotton Bowl, money that was vital to the then-growing city.
The Dallas Cowboys have initiated a massive renovation of AT&T Stadium, marking one sign that the venue will be the top choice for World Cup action. The team is spending $295 million this offseason to improve the 15-year-old stadium, with a plan to upgrade luxury suites to attract FIFA to set the World Cup Final in Arlington. The final is arguably the most valuable match of the entire competition.
Estimates indicate that Dallas could benefit from as much as $400 million by hosting the semi-finals or finals. Frisco is planning on several renovation projects set to begin in April to include outdoor seating areas and a performance stage specifically intended to enhance the fan experience in Dallas for the World Cup.
Sunday’s announcement could bear heavily on how much money Dallas could bring in through the World Cup, but one thing is certain: Dallas City planners need to be ready to put on a world-class event.