Visit Sugar Land Joins as Official FIFA World Cup 26 Houston Host City Supporter

Visit Sugar Land has announced a partnership with the FIFA World Cup 26 Houston Host Committee, positioning Sugar Land as an Official Supporter of FIFA World Cup 26 Houston.

Houston will host seven FIFA World Cup matches next summer that are estimated to bring 500,000 fans from around the world to the region, generating a projected $1.5 billion economic impact. As a regional partner, Sugar Land will capture a portion of that impact through tourism, hospitality and business development, boosting the city’s visibility. Sugar Land will be the only city within a 26-county radius to hold the designation as an Official Supporter.

“Beyond the excitement of the World Cup matches, this is a strategic investment in Sugar Land’s future,”  saiid Alison Brooks, assistant director of Visit Sugar Land. “We’re leveraging this global platform to expand tourism, attract new business, and position Sugar Land as a premier destination for residents, visitors, and companies alike.”

As an Official Supporter, Sugar Land will have a voice in shaping how the city engages with the event. The city will engage the local community in volunteer and youth development programs, launch targeted marketing campaigns and activate venues such as Sugar Land Town Square, First Colony Mall, Smart Financial Centre, Constellation Field and Sugar Land Regional Airport.

“The FIFA World Cup is more than just matches in Houston — it’s a regional celebration that unites our entire community,” said Chris Canetti, president of the FIFA World Cup 26 Houston Host Committee. “Sugar Land’s commitment as a Host City Supporter demonstrates how cities across the region are coming together to ensure this event leaves a legacy. Their partnership highlights the power of collaboration in showcasing all that Greater Houston has to offer to the world.”

Sugar Land’s sponsorship aims to turn the global spotlight into long-term economic benefits by attracting new visitors, strengthening its reputation as a destination, fostering opportunities for local businesses to grow and attracting new businesses and residents to become part of Sugar Land’s community.

“As the Official Houston 2026 World Cup Host City Supporter, Sugar Land is helping showcase the strength and unity of our entire region on the world’s stage,” said Ryan Walsh, chief executive officer of the Harris County-Houston Sports Authority. “Their partnership reflects the true spirit of the World Cup — bringing communities together, inspiring future generations, and ensuring that Houston and the surrounding region shine brightly in 2026 and beyond.”