Dallas kicks it up for big party

By David Mullen

Dallas entertained guests on October 23 and 24 to flaunt the region’s ability to become a 2026 World Cup host city. Victor Montagliani, FIFA (Federation Internationale de Football Association) vice president and Concacaf (Confederation of North, Central America and Caribbean Association Football) president and Colin Smith, FIFA chief tournaments and events officer and a couple of dozen other officials were wooed by area sports and political figures.

There is a big party planned for North America in 2026, and North Texas wants to invite the world.

In June 2018, FIFA chose a combined North American bid — branded United 2026 — as the hosts of the 2026 World Cup. The event will be FIFA’s biggest presentation ever with 48 teams competing in 80 matches over 34 days. The world’s largest sporting event is so big it will take three countries to host it.

 The actual site selections are now underway. It is expected that the 2026 World Cup will be played in 16 venues with two in Canada, three in Mexico and 11 in the U.S. FIFA almost certainly will select Toronto and Edmonton, Canada and Mexico City, Monterrey and Guadalajara, Mexico as host cities. 

That leaves Dallas and 16 other U.S. metros competing for the remaining spots. Atlanta, Baltimore, Boston, Cincinnati, Denver, Houston, Kansas City, Los Angeles, Miami, Nashville, New York/New Jersey, Orlando, Philadelphia, the San Francisco Bay Area, Seattle and Washington, D.C. are all making pitches about their soccer pitches.

“What’s happening right now is FIFA is doing a massive tour across cities,” said Gina Miller, FC Dallas’ VP of media and communications and one of the North Texas capabilities presenters to FIFA. “They are assessing each city on a number of things. Group stage matches, knockout matches quarterfinal matches, semifinal matches and finals. We here in North Texas — and [FC Dallas President and Dallas 2026 Host City Chair] Dan Hunt even stated — that our goal is to host the final at AT&T Stadium. We have the size there and what is really appealing is that they have a retractable roof. That certainly safeguards the matches from the weather.”

Prestige comes with hosting the World Cup Final. The Rose Bowl in Pasadena hosted the 1994 Final, which gave the perception that LA was the de facto main World Cup city, despite New York City being America’s media and financial epicenter and hosting seven games at Giants Stadium in East Rutherford, N.J.

It’s not Dallas’ first rodeo. In 1994, Dallas was home to the International Broadcast Center and hosted six World Cup matches in the organically heated Cotton Bowl. I attended the match on July 9, 1994, at Fair Park between eventual champion Brazil and the Netherlands. Brazil sweated out a 3-2 win. “That quarterfinal match is considered one of the best matches in World Cup history,” Miller said. 

The presentation consisted of a collaboration of Dallas, Fort Worth and Arlington with each city touting their venues and attractions. There was a discussion of the “DNA of soccer” that exists in the area based on the sport’s rapid growth. Miller presented the progress Dallas has made in human rights issues.

“I think we have a very good case for a semi-final or final based on what AT&T Stadium can provide, as far as a hospitality perspective. They have 380 suites. They have so many luxury seats as well as many more affordable seats,” Miller said. “I got the impression that FIFA was wildly impressed with what AT&T Stadium can produce from a World Cup Semi-finals and Final match standpoint.”

A decision on the U.S. host cities will come next summer. After the presentation at AT&T Stadium, the FIFA crew headed to Denver and Dallas arch rival Houston for site visits. Miller, who went to the University of Houston, received an NBA Championship ring as an intern with the Houston Rockets and worked at CBS affiliate KHOU, defended her old turf. 

“We don’t look at ourselves as being in competition with Houston,” Miller said. “Yes, while we are in competition with every city, we don’t think that if Dallas gets matches then Houston can’t and vice versa. We think it would make a great regional effort to have matches in Dallas and Houston. We think it is a better experience for World Cup fans to experience Texas.”  

In addition to AT&T Stadium, North Texas has DFW Airport, Love Field and many private airports, existing infrastructure and plenty of accommodations for the deluge of soccer fans. Fort Worth’s Sundance Square has been pegged for the FIFA Fan Fest, and Choctaw Stadium (formerly Globe Life Park) and Fair Park will be available for other fan-friendly events. Klyde Warren Park was the destination for a Saturday night party during the visit where the FIFA delegation received cowboy hats.

The only downside to the Dallas area could be the lack of public transportation to Arlington, which was addressed by the committee. AT&T’s roof covers potential weather issues. Russia hosted the 2018 World Cup, and tiny Qatar will host the event in 2022. Russia is a ruthless oligarchy, and Qatar is the world’s largest emitter of greenhouse gasses per capita. That makes the prospect of taking an air-conditioned bus down Interstate 30 seem like a minor issue.

Monica Paul, executive director of the Dallas Sports Commission, said: “We remain united as a region to secure this bid, with a premier stadium in Arlington, perfect Fan Festival locations in Arlington, Fort Worth and Dallas, an ideal venue for the International Broadcast Center in Dallas, model training sites throughout the region and the National Soccer Hall of Fame in Frisco as a major attraction. Dallas is absolutely ready, willing and able to host World Cup 2026, while delivering a world-class experience in the process.”

Landing key matches could create an estimated 3,000 new jobs and an anticipated $400 million economic impact per match. “This is a once-in-a-generation opportunity to create a lasting and positive legacy for North Texas through the world’s most popular sport — soccer,” said Hunt. “Sports in Dallas are woven into the fabric of our culture. We’re determined to win this bid for the World Cup, creating an opportunity to showcase Dallas and North Texas to an international audience.”

Miller acknowledges that New York, Los Angeles and San Francisco and other areas offer many pluses. “There are some great, great venues that are in the running to be host city finalists. But we absolutely do believe that we can be right up there — in stiff competition — with other cities for the final. We just feel that our bid is that good.” It’s now up to FIFA to let the party begin.

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