Frisco | June 2023

TOURISM Frisco expected to play ‘signicant role’ in 2026 World Cup Sports City USA is gearing up to go global. Frisco was one of six North Texas cities cele- brating the ocial #WeAreDallas brand launch May 18 with attendees given a sneak peak at the ocial colors, merchandise and Frisco’s potential involvement in the 2026 World Cup. “This is our brand as DFW,” Visit Frisco Sports Director Joshua Dill said. One aspect of the #WeAreDallas brand is to tie in the surrounding region through events and using neighboring cities’ arenas, according to a Dallas World Cup May 17 news release. Ocials with Visit Frisco, a local tourism marketing organization, also revealed some more details on the city’s involvement in the World Cup. Frisco will likely serve as a headquarters for participating teams to stay and train ahead of the World Cup, Dill said. “There will probably be a base camp out here, so we’ll have teams that live and breathe out here in Frisco,” Dill said. “Our goal obviously all along

BY ALEX REECE

has been to host a seminal or the nal World Cup match, which I think we have a good shot at.” The ocial match schedule is expected to be released sometime in the fall, Dill said. “We’re just launching the brand and getting ready,” Dill said. “Come September and October, we should know the matches that we’re hosting.” Frisco’s Toyota Stadium is on a list of World Cup venues and training facilities alongside other Dallas-Fort Worth arenas. “We’re narrowing down what we will do,” Dill said. “Frisco will play a signicant role in World Cup 2026.” Frisco’s multiple hotels and arenas along with its Soccer Hall of Fame make the city an ideal contender for the World Cup and the tourists it could bring, Dill said. “Frisco will denitely see a huge economic impact,” Dill said. “We’re estimating conserva- tively that the entire DFW region will see more than $400 million in economic impact.” More celebrations and events to drum up excitement for the games are expected after spe- cic information regarding Frisco’s involvement hosting teams or games is revealed sometime in the fall, said Cori Powers, Visit Frisco’s director of marketing and communications. “We’ve been working really closely with the Dallas Sports Commission because they’ve been like the hub with FIFA,” Powers said. “We’ll probably collab- orate with them and gure something fun out.”

The May 18 event served as a launch for the #WeAreDallas brand ahead of the 2026 World Cup. ALEX REECECOMMUNITY IMPACT WINDING UP Frisco anticipates it will be a host city for the 2026 World Cup. May 18 Dallas World Cup brand launch September/October 2023 Game locations and schedule announced 2026 World Cup begins SOURCE: VISIT FRISCOCOMMUNITY IMPACT

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