The FIFA World Cup 26™ officially kicks off in Arlington on June 14, beginning a month-long stretch that will bring visitors from around the world to the city.

Over the next month, Arlington will host nine FIFA World Cup 26™ matches, more than any other venue in the tournament. Hundreds of thousands of visitors are expected to travel through Arlington for matches, attractions, restaurants, hotels and events across the city. For local businesses, the tournament presents an opportunity to connect with new customers and showcase the hospitality that makes Arlington a premiere destination.

Businesses across all industries should begin preparing now by reviewing FIFA guidelines, training employees, planning for increased visitor traffic and staying informed on match schedules and transportation impacts.

This guide compiles important resources, training opportunities and official information to help businesses prepare ahead of kickoff on June 14.

Review FIFA’s Intellectual Property Guidelines
Before creating World Cup-themed promotions, merchandise, advertisements, contests or social media content, take time to review FIFA’s Intellectual Property Guidelines.

This resource outlines trademarked terms, permitted uses and social media protocols. Businesses should pay particular attention to the trademark guidance (page 7) and social media (pages 17-18) sections before launching any World Cup-related marketing efforts.

Have Your Team Complete the Free Frontline Ambassador Training
International visitors will be dining in Arlington restaurants, shopping in local stores, staying in area hotels and asking questions about our community.

To help businesses prepare, the Arlington Convention & Visitors Bureau has created a free 20-minute Frontline Ambassador Training program for employees.

The training includes match schedules, common visitor questions, cultural insights for participating nations, helpful multilingual phrases and tips for serving as an Arlington ambassador throughout the tournament. Participants who complete the training receive an official Arlington Welcomes the World Ambassador Certificate.

Know Your Match Days
Businesses should review the tournament schedule now and begin planning for staffing, inventory, deliveries and customer traffic.

Historically, World Cup visitors arrive hours before matches and remain in the area long after the final whistle. For many businesses, match days may create opportunities that extend well beyond kickoff times.

Arlington’s nine matches begin June 14 and continue through July 14, culminating with a semifinal match.

Visitor Timing based on past World Cup™ Matches

• A typical World Cup match lasts approximately 2 to 2.5 hours
• Knockout-round matches extend longer if extra time and penalty kicks are required
• Peak pregame activity the two hours before kickoff
• Significant postgame activity for approximately three hours after the match ends

Prepare for More Than Match Days
While the FIFA World Cup 26™ will bring hundreds of thousands of visitors, Arlington will continue to host the events and attractions that make our city one of the nation’s premiere entertainment destinations, including:

• Texas Rangers at Globe Life Field – 15 home games between the World Cup™ matches – printable Rangers schedule
• Dallas Wings at College Park Center – June 15, 20 and 28
• Tormenta, the world’s tallest, fastest, longest, first-and only giga dive coaster, opening at Six Flags Over Texas
• July 4 – The largest Fourth of July parade in Texas
• July 4 – Six Flags Over Texas Star Spangled Night fireworks show
• July 5 – Light Up Arlington celebrations fireworks in the Entertainment District
• Ongoing activities, festivals, and attractions throughout the city

For businesses, that means activity may remain elevated throughout the entire June 14-July 14 period, not just on match days.

Official Resources and Important Links
City of Arlington World Cup Landing Page – For Businesses

North Texas FWC Organizing Committee – Transportation & Mobility Page

North Texas FIFA World Cup Community Engagement Playbook 

North Central Texas Council of Governments Match-Day Travel Page

Arlington Economic Development Corporation Business Prep Guide – THE GAME PLAN 

FIFA World Cup North Texas Business Connect Program (to do business with FIFA)

Arlington Welcomes the World (The Convention & Visitors Bureau’s official visitor page for World Cup™)

Kick It in Downtown Arlington (Downtown Arlington’s official visitor page for World Cup™)

The FIFA World Cup 26™ begins June 14 in Arlington. Businesses should ensure teams are prepared, review applicable guidelines, and familiarize themselves with available resources ahead of kickoff.

Editor’s Note: If you believe we missed important resources or details on this list, email marketing@arlingtontx.com.