Frisco | May 2026

A global kickoff From the cover

The outlook

The big picture

Dill said one of the biggest benefits is the opportunity to introduce international and domestic visitors to Frisco. Frisco officials expect to see an increase in hotel room stays with the Swedish national team setting up base in Frisco. The longer they are in the tournament, the longer they will stay, Dill said.

The North Texas FIFA World Cup Organizing Committee expects about 100,000 visitors per day to travel to the broader DFW market the duration of the tournament, said Josh Dill, Visit Frisco’s assistant executive director. It’s unknown how many visitors Frisco will see, but Mayor Jeff Cheney said he anticipates a “spillover impact” from Arlington.

The World Cup is heading to the Dallas-Fort Worth region this summer, and leading up to the event, Frisco is preparing to host the Swedish national team. Although the matches will be played in Arlington, Frisco is positioning itself to be a key player in the area, ocials said. Frisco is one of two base camps in the area, it will host several fan events and is the home to the National Soccer Hall of Fame. The World Cup runs June 11-July 19, with matches starting in DFW on June 14. Nine matches will be played at AT&T Stadium in Arlington, the most for any host city. That has made DFW an epicenter for the World Cup and is why Frisco was selected as a host city, said Jimmy Smith, chief operating ocer and chief nancial ocer at FC Dallas. Teams will arrive in Frisco in early June to train and practice at their designated facility, said Monica Paul, president of the North Texas FIFA World Cup Organizing Committee and director of the Dallas Sports Commission. She said there may not be a lot of fans traveling to base camps, but it’s going to generate increased tax dollars for the city by just having a team staying locally. “This is a huge validation for Frisco, Texas, Toyota Stadium and for us at FC Dallas,” Smith said. “It’s a strong endorsement of the things we are doing here. We know that this is a great soccer community.”

Frisco hotel occupancy tax revenue

Frisco hotel occupancy rates

June July

+73.13%

73%

0% 60% 65% 70% 75%

$0 $3M $6M $9M $12M $15M

67%

65%

64%

2023

2024

2025

2021-22

2022-23 2023-24 2024-25

SOURCE: VISIT FRISCO/COMMUNITY IMPACT

SOURCE: CITY OF FRISCO/COMMUNITY IMPACT

A closer look

City officials also recently approved a separate agreement with the Denton County Transporta- tion Authority for GoZone microtransit services, an on-demand rideshare service, that will run through at least 2029 in a larger part of the city. The rides cost $3-$5. “We’ve done a lot of planning just to make sure with the visitors here that they’re safe, our people who live here are safe,” Cheney said.

With the World Cup around the corner, Frisco is implementing a new transportation system around Frisco and a micro-transit option for The Rail District and Toyota Stadium. Frisco is partnering with Via Transportation—a company that provides on-demand, shared public transit—to move people around The Rail District. Riders can use the service for free, with the vehicle running every 10 minutes.

World Cup in DFW Base camps 1 Toyota Stadium 2 Mansfield Stadium Where games are played 3 AT&T Stadium

Fan festival 4 Fair Park Broadcast center

5 Kay Bailey Hutchison Convention Center Dallas

New transit operations

GoZone service area

World Cup route

Circulator route

Frisco

DNT TOLL

ELDORADO PKWY.

Plano

SRT TOLL

Service area

35E

114

Grapevine

DNT TOLL

MAIN ST.

PGBT TOLL

635

Frisco

Dallas

DNT TOLL

Arlington

423

Plano

287

360

SRT TOLL

Northwest Plano Park & Ride

SOURCE: CITY OF FRISCO/ COMMUNITY IMPACT

35E

SOURCE: FIFACOMMUNITY IMPACT

COMMUNITYIMPACT.COM